ABOUT

Catto’s is a high quality blended Scotch whisky that is a hidden gem within the IBHL portfolio. Revered by some, its packaging had been untouched for over 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 that could underpin a new primary and secondary pack redesign to be launched into new markets and re-launched into key markets across the rest of the world. The team was briefed to add ‘premiumness’ and modernity and to create emotional engagement through celebrating the brand’s rich history. In engaging with a new audience, it was also important that existing consumers were not left behind.

A new brand proposition of ‘The Entrepreneur’s Spirit’ captures founder James Catto’s foresight as one of the first people to blend whiskies together to create a smoother taste. He was also one of the first to trade them across the world to allow others to enjoy them.

The new bottle has a contemporary aesthetic whilst retaining core whisky cues.The label shape takes inspiration from a boat’s bow and the glass bottle, produced by Ardagh Group, has a ripple effect as though the boat is cutting a path through waves on the ocean. This representation enhances the story of the ocean liners that would have taken Catto’s to all corners of the world. The rampant lion represents a proud Scottish heritage and sense of depth and strength while the watermark imparts a sense of mellowness and delicacy.