Cutty Sark were looking for a core creative idea to breathe new life into their brand and appeal to a younger market. They tasked us with creating a new comms idea, STRAP-LINE and countless campaign assets.

The brand is named after a clipper ship that was built in 1869. One of the fastest tea clipper ships ever to be built, it was a masterpiece of its time and made epic voyages all across the world. Imagining brave and daring individuals crossing treacherous seas, we knew this history would resonate with the brands target market - the younger consumer with a disrupter and explorer mindset.

Pulling from this rich heritage, we identified core brand values that we had in common with our target market. Through the “The Spirit of Adventure” strapline we communicated these principles and put emphasis on exploration, risk and bravery.

We created a film to launch the new brand message into the world. Bringing together motion graphics and live action the video reflected the new stylised aesthetic of the brand.

We designed and produced a book as part of the launch to showcase the brands rich heritage. Reflecting the new comms idea, we created the spreads to feel disruptive and bold.

We created unexpected activations that reflected the brands adventurous and daring character. We designed a Cutty Sark sea plane that adorned the brand colours and the strapline.

Branding everything from golf balls and sunglasses to iPad covers and rucksacks, we created countless merch items.

Roller banners, print ads and guidelines were designed to showcase the brands values and explorer mindset.

The brand asked us to create a gift pack that showcased the brands rebellious and questing character. We designed the entire secondary pack as a brick wall that had been smashed at the top uncovering the Cutty Sark brand underneath. Inspired by street art we created graphical illustrations and added statement typography in a tagging style. We captured the new pack in a studio set up and delivered a suite of product images for the release.

We updated the meeting room to reflect Cutty Sark’s new chapter. We created a large scale timeline showcasing significant points from the brands history. Reflecting the new comms idea, we highlighted rebellious and adventurous characters and moments in time.

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