JDO Brand & Design has developed a new brand proposition and primary and secondary packaging designs for the Catto’s whisky brand through International Beverage Holdings Ltd (IBHL).
Catto’s, one of the original high quality blended Scotch whiskies, is a hidden gem within the IBHL portfolio. Revered by some, its packaging had remained untouched for over a decade and needed to be refreshed to match the quality of the blend. With the brand’s core consumers ageing, a younger generation also needed to be attracted and engage with the brand and its rich and interesting history.
JDO was briefed to develop an evocative and motivating brand proposition that would underpin a new primary and secondary pack redesign for launch into new and current markets across the world.
The design teams created emotional engagement with a celebration of the brand’s unique history together with the addition of premium and contemporary cues. The new design also had to appeal to and welcome new consumers as well as retain existing ones.
A new brand proposition of ‘The Entrepreneur’s Spirit’ captures founder James Catto’s foresight as being one of the very first to blend whiskies to create a smoother taste. He was also one of the first to trade them overseas. The new bottle has a striking contemporary design blended with classic whisky cues.
The label shape takes inspiration from a boat’s bow while the glass bottle, produced by Ardagh Group, delivers a ripple effect as a tactile and central design element, representing ships cutting a path through the water en route to distant shores.
The identity is beautifully crafted with a rampant lion demonstrating a proud Scottish heritage and a sense of depth and strength while the watermark styling imparts a feeling of mellowness and delicacy.
Ben Oates, JDO creative director said, “Catto’s has been a hidden gem just waiting for its story to be told and its premium product to be celebrated. Our new brand proposition and packaging design will encourage consideration and enjoyment by a whole range of consumers.”
JDO’s work for Catto’s has enabled us to tell the brand’s rich story in a compelling way and to present the product in packaging that truly befits its character.