DESIGN LEGEND DAVID CARSON VISUALLY REIMAGINES THE MACALLAN’S TIMELESS COLLECTIONS IN TRIBUTE TO THE ENDURING CRAFT OF WHISKY MASTERY
Conceptualised through the artistic lens of the graphic design visionary, the new brand image draws upon symbols representing The Macallan’s first 200 years and unites them with a vision of the future
Taking inspiration from the unique sweeping silhouette of The Macallan Distillery roof, Carson visually translated the motif into the design of the new bottles
The new identity will be seen across the Timeless Collections – comprising Double Cask, Sherry Oak and Colour Collection – which define The Macallan’s taste, quality and dedication to crafting incomparable single malt Scotch whiskies
Renowned worldwide for its extraordinary single malt Scotch whiskies, The Macallan has reimagined its Double Cask, Sherry Oak and Colour Collection with a striking new visual identity, created by acclaimed designer David Carson.
Delicately blending the rich heritage and artistry of The Macallan with a forward-thinking outlook, the new designs offer a refreshed, modern perspective and vision for the future that celebrates the brand’s peerless craftsmanship and creative mastery.
Although the visual identity has evolved, the whisky remains the same unmistakable taste for which The Macallan is renowned – balanced, elegant and refined.
A frequent creative collaborator with The Macallan, Carson first provided the visual direction for the Colour Collection in 2023, ultimately paving the way for the current redesign – inspired by his idiosyncratic design philosophy – across the wider Timeless Collections.
Carson drew inspiration from a variety of sources, including how sherry wine and oak intersect to influence The Macallan’s distinctive taste, to create the evocative new vision for the Timeless Collections:
The distinctive shape of The Macallan Distillery and its sweeping green roof informed the new bottle design, showcasing a direct connection between the brand packaging and The Macallan Estate
The triangular shoulder label links the new Collections with the old and represents Spain’s Sherry Triangle – the Andalusian region famed for its sherry wine production, and the source of The Macallan’s exceptional sherry seasoned oak casks, which influence the entirely natural colour and flavour of all three Collections
Rear label designs incorporate a new cask type symbol, bringing the tasting notes to life while highlighting the contribution of flavour and aroma imbued from American and European oak casks
Enhanced consumer engagement through continued investment in world-leading anti-counterfeit technology to provide greater traceability, while also providing further insight into the expression through a unique QR code
Three Collections, One Signature:
The harmonious relationship between sherry wine and oak remains at the core of each expression, shaping the taste of the whisky in exemplary ways.
Double Cask Collection: Celebrates the harmony between exceptional American and European oak casks seasoned with sherry wine from Jerez de la Frontera, Spain. This smooth and creamy single malt features fresh fruits, toffee, and a balance of sweetness from the American oak, along with soft spices and dried fruits from the European oak. As it ages, the complexity deepens, revealing baked fruits and soft spices.
Sherry Oak Collection: Shaped by sherry seasoned European oak casks, transforming robust new make spirit into rich, complex single malts. These whiskies, with natural mahogany hues, feature interlocking notes of dried fruits and ginger and a deep wood spice that intensifies with age. This collection represents the depth and intricacy of The Macallan’s heritage.
Colour Collection: Characterised by American oak casks seasoned with sherry wine from Jerez de la Frontera, resulting in a natural spectrum of golden hues. This collection features a fresh and vibrant single malt with notes of citrus fruits and vanilla, with tropical fruit flavours becoming more pronounced in the older expressions.
David Carson, celebrated graphic designer whose artistic vision informed the redesign, 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.”
Jaume Ferras, Creative Director at The Macallan, 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 which contribute to the complex taste and flavour profiles in every bottle of The Macallan.”
Availability of the expressions from across The Macallan’s reimagined Timeless Collections will be phased across 2025 and further information is available on www.themacallan.com/en