Ardagh Group has produced a redesigned Scotch whisky bottle for Catto.
Catto’s new look for its 70cl, 75cl, 1L and 1.14L deluxe blended Scotch whisky bottles were produced by Ardagh from a new brand proposition and primary and secondary packaging designs by JDO Brand & Design.
Catto’s is a blended Scotch whisky within the IBHL portfolio. Revered by some, its packaging had been untouched for more than a decade and required refreshing to match the quality of the blend.
With the brand’s core consumers ageing, a younger generation needed to engage with the brand and its rich and interesting history needed to be brought back to life.
JDO was briefed to develop an evocative and motivating brand proposition to be launched into new markets and re-launched into key markets across the rest of the world. The team was requested to add ‘premiumness’ and modernity and to create emotional engagement through celebrating the brand’s history.
In engaging with a new audience, it was also important that existing consumers were not left behind.
The new bottle has a contemporary aesthetic while retaining core whisky cues. A major aspect of the new design was the debossed feature on the front of the bottle that depicts a ripple effect of waves formed by a boat cutting through the water.
The representation enhances the story of the ocean liners that would have taken Catto’s all around the world.
Ardagh’s product design team also achieved a one-contact tapered design with a prominent rounded neck profile, an improvement on the two touch contact design of the former bottle.
Optimum filling line efficiencies were also achieved by standardising the design of the 70cl and 75cl versions with the same label sizes and creating identical overall diameters and base diameters for the litre and 1.4 litre bottles.
The label shape, which takes inspiration from a boat’s bow, was designed to sit within the wave feature intensifying the lines created in glass.