Challenge

The Macallan's quality, integrity and heritage are unrivalled. It justifiably proclaims itself 'The World's Most Precious Whisky'. All single malts are, however, premium products and it is not easy to stand out from the crowd. The Edrington Group asked us to create new 2D and 3D designs and a full brand identity that would not only set The Macallan apart from its competitors but would position the brand where it belongs: in the elite world of status, luxury and prestige.

Solution

First, a distinctive bottle, based on a mid 19th century version from the archive. Rising elegantly from a round base to an oval neck, it introduced contemporary, tactile design that defied the category norms. Hand-crafted script and a line drawing of The Macallan's home formed the basis of a confident, authoritative identity, which uses materials such as glass, leather, wood and silver to communicate an all-round luxurious brand experience. Presentation packaging, glassware, sales and trade kit and bespoke environments for premium bars and retail all demonstrate The Macallan's dedication to craftsmanship and excellence - supremely desirable and collectible, never brash or ostentatious. Exclusive limited edition collaborations include decanters from Lalique and nosing kit from Bill Amberg.

3D & Product Design, Packaging Design