Rascally Liquor is a new make malt spirit, which, after maturation, becomes Scotch whisky. Since the liquor is young and immature, the brand’s slogan is “releasing the rascal within”, which goes back to a quote by the poet Robert Burns. The character Tam o’ Shanter, from Burns’ poem, became the inspiration behind the packaging’s imagery. The design uses the bridge that he has to cross to create the branding, while the double L forms the bridge’s keystone. The shape of Tam and his horse provide an icon for the brand that can be adapted to convey the different types of the product.