Devilfish, which is responsible for the creative direction of the brand, approached Form and tasked it with the art direction and design of the new site, which carries the tagline ‘Enjoy the Creative Blend’.
Illustrations by artists, illustrators and filmmakers interpreting stories behind the Cutty Sark brand are depicted on the site.
Robert Burns’ Tom o’ Shanter poem, from which the Cutty Sark clipper drew its name, has inspired one of the works featured, by Lizzy Stewart.
Form worked with Rehab Studio as its digital production partner to create what it calls ‘an interactive ever-changing grid’ of images and video. Three filters – ‘whisky’, ‘artists’ and ‘stories’ – can be applied by the user to alter the grid display.
‘A collaged and distressed look and feel’ has been applied to the site, according to Form partner Paula Benson, along with a navigation bar which references cargo crates through its texture and typography.
Benson says, ‘We wanted the whole site to feel creative and express the values of the brand through effects like textured notepaper and canvases.’
‘It’s interesting that there’s a parallel between the creative blending brand concept and the groups that are working on it,’ she adds.
The site is set to launch next week.