Macallan’s enduring legacy is one that carries with it over 200 years of a history built on the shoulders of master distillers. Their single malt Scotch whiskies, are imbued with the heart and soul of the land, the water and the hands that create them. Building on this tradition, they saw an opportunity to reimagine the brand as it enters a new age, with the help of acclaimed designer David Carson. The collaboration led to a new striking visual identity that delicately blends the rich heritage and artistry of The Macallan, but is also bold, refreshed and with a modern perspective.
The idea for a redesign first found its wings in 2023 when Carson, whose idiosyncratic design philosophy made him a frequent creative collaborator with The Macallan, provided visual direction for the Colour collection. For Timeless collection — which includes the Double Cask and Sherry Oak — he drew inspiration from a myriad of sources, the distinctive shape of their distillery to Spain’s Sherry Triangle, and even the sensorial affects of how the flavors all meld together. A witty touch is the use of a QR code that is not only anti-counterfeit technology, but also provides insights into the flavor expressions of every bottle.