The Macallan refreshes visual identity
Edrington-owned The Macallan has collaborated with designer David Carson to reimagine the design of its Double Cask, Sherry Oak and Colour Collections.
Carson has a longstanding relationship with the single malt Scotch whisky brand, having visually directed the launch of the Colour Collection in 2023. He has also worked with the brand on travel retail activations globally and at LAX.
For the redesign, Carson drew inspiration from a variety of sources, including how Sherry and oak interact to influence The Macallan’s distinctive taste.
Carson said: “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. Each detail, from the label designs to the bottle’s form, is a tribute to the mastery behind every dram.”
The distinctive shape of The Macallan Distillery, with its sweeping green roof, influenced the bottle shape.
As with the previous designs, the bottles feature a triangular shoulder label that represents Spain’s ‘Sherry triangle’, from where the Macallan sources its Sherry-seasoned oak casks.
Meanwhile, the back label now features a new cask type symbol to identify the ‘contribution of flavour and aroma imbued from American and European oak casks’.
The bottles also feature ‘world-leading anti-counterfeit technology to provide greater traceability’, alongside a QR code that provides further information about the expression.
Jaume Ferras, the brand’s creative director, said: “The Macallan has never stood still and never will. 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 that contribute to the complex taste and flavour profiles in every bottle of The Macallan.”
The Macallan will release the new design across its Timeless Collections in phases throughout 2025.
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