The Macallan and David Carson Collab Takeaways:
- David Carson redesigned The Macallan's packaging using distillery-inspired visuals and sherry-oak symbolism.
- New anti-counterfeit tech and QR codes enhance traceability and consumer interaction.
- The updated look spans the Double Cask, Sherry Oak, and Colour Collections, launching from June 2025.
A 200-year legacy just got a modern face.
The Macallan has revealed a new visual direction for its Timeless Collections, working with renowned graphic designer David Carson to reimagine the packaging.
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The updated presentation draws from the brand’s architectural surroundings, its two-century legacy with sherry-aged oak casks, and a continued emphasis on craftsmanship.
This rebrand applies to three key ranges: Double Cask, Sherry Oak, and Colour.
The shoulder label nods to the Andalusian sherry region, where the oak casks originate.
Updated rear labels now display a cask-type symbol and a QR code that connects drinkers to detailed product information and production origins.
Creative Director Jaume Ferras told DesignRush that the new design is more than an aesthetic update:
"With the launch of our redesigned Timeless Collections, our ambition is to share how The Macallan is embracing the future through creativity, while still deeply honoring over 200 years of heritage of exceptional craftsmanship.
Our ambition is the new visual identity, brought to life with long-standing partner David Carson, can create an even stronger connection to our story, inviting consumers to explore the whisky mastery and quality that defines every bottle of The Macallan."
The bottle’s shape takes cues from the green, contoured roof of The Macallan’s Speyside distillery.
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According to Carson, the goal was to respect tradition while introducing a forward-looking visual language.
"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 dream."
His earlier work on the Colour Collection laid the groundwork for this broader update.
Design That Honors the Source
Strategic location-based storytelling strengthens authenticity, aligning visual assets with the product’s origin and reinforcing brand trust.
Supporting visuals for the launch were developed by Greenroom Films in collaboration with photographer Martin Scott Powell and Barcelona-based studio Potlach.
Shot in the Scottish Highlands, the visuals mirror the setting and Carson’s style.
While the brand’s visual identity has evolved, the liquid remains unchanged.
The Macallan still uses sherry-seasoned American and European oak casks to preserve its signature flavor.
The newly designed bottles will be introduced gradually across the U.S. beginning in June 2025.
In a similar push for seasonal relevance and premium positioning, NARS and Wölffer Estate have partnered to blend beauty and wine in a limited-edition summer release.
