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New creative hub website for Cutty Sark

Agency: devilfish

Client: Cutty Sark 

devilfish has worked on a massive international rebrand of Cutty Sark ‘The Independent London Whisky’.

An innovative and interactive new website has been created by devilfish in collaboration with design agency Form.

Devilfish is also collaborating with six artists creating huge mural artworks in Cordy House in Shoreditch.

These visual assets will be part of a worldwide campaign promoting the brand.
The website was conceptualized around the central premise of Cutty Sark
Whisky: the Creative Blend whisky.

Online this theme is expressed via a constantly shifting, grid-based montage of compelling content. The Flash based navigation system allows three different categories of content to be switched ON and OFF (Whisky, Artists and Stories).

Using these switches the visitors are able to turn the interactive grid into their own creative blend.

To further highlight the themes of independence and creativity,
Devilfish also worked with online short film community The Smalls (wholly owned and controlled by Devilfish) and creative publication/website Don’t Panic to engage with their members.

With the artist community a plethora of activity included commissioning artists to interpret the essence of the ‘Creative Blend’, and the mythologies surrounding the Cutty Sark story.

One strand of this activity will form the backbone of Cutty Sark’s visual identity in Europe and as far afield as Brazil – bringing modern London Whisky to the world.

Within the film community, The Smalls organized a competition calling for filmmakers to interpret the rich heritage of the brand: how Cutty Sark was instrumental in coining the phrase ‘The Real McCoy’; Robert Burns’ poem from which the whisky took its name; and how BB&R became embroiled in the hunt for The Loch Ness Monster.

These strands will come together to form the core of Cutty Sark Whisky’s online experience. Cutty Sark are committed to supporting the artists through links to their websites.

Tracey Armstrong from Cutty Sark said, 'Cutty Sark is no ordinary Scotch so we wanted to create a website that was a little bit different.

“The result is a creative montage which visitors are free to explore at their own pace. It's vibrant, unexpected and entertaining!”

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