Scottish Whiskey brand, The Macallan, has joined forces with acclaimed graphic designer David Carson to reimagine three of the brand’s Timeless Collections: Double Cask, Sherry Oak, and the Colour Collection.
Delicately blending The Macallan’s rich heritage and artistry with a forward-thinking vision, the new visual identity refreshes the brand’s aesthetic with a more modern perspective while continuing to honour its enduring craftsmanship and creative mastery.
While the visual identity has evolved, the exceptional whisky within remains unchanged, still delivering the balanced, elegant, and refined character that defines The Macallan.
“Like whisky, design is all about balance – with The Macallan, I wanted to create a visual identity that respects its rich history and encapsulates its forward-thinking spirit,” explained Carson. “Each detail, from the label designs to the bottle’s form, is a tribute to the mastery behind every dram.”
For this new vision, Carson drew inspiration from a variety of sources, including the crucial intersection of sherry wine and oak, which so distinctively influences The Macallan’s taste. Key design elements reflecting this include:
● A New Bottle Design: The distinctive shape of The Macallan Distillery and its sweeping green roof inspired the new bottle, showcasing a direct connection between the brand’s packaging and The Macallan Estate.
● Triangular Shoulder Label: This feature links the new Collections with previous iterations and represents Spain’s Sherry Triangle – the Andalusian region famed for its sherry wine production. This region is the source of The Macallan’s exceptional sherry-seasoned oak casks, which influence the entirely natural colour and flavour of all three Collections.
● Informative Rear Labels: The rear label designs now incorporate a new cask type symbol, bringing the tasting notes to life while highlighting the significant contribution of flavour and aroma imbued from both American and European oak casks.
● Enhanced Consumer Engagement and Traceability: Continued investment in world-leading anti-counterfeit technology provides greater traceability. These unique QR codes also offer
consumers’ further insight into each expression.
“The Macallan has never stood still and never will,” said Jaume Ferras, Creative Director at The Macallan. “This distinctive new identity offers a multitude of visual cues to tell our story, from the sherry seasoning to the American and European oak casks, which contribute to the complex taste and flavour profiles in every bottle of The Macallan.”
The expressions across The Macallan’s reimagined Timeless Collections will be introduced gradually in the US beginning June 2025.
For more information, go to macallan.com.