Art Direction - Packaging - Label
David Carson x The MACALLAN 2025
2024
For this project, we were tasked with redesigning the labels and packaging boxes to enhance readability and bring a sense of modernity, while preserving the elegance and premium DNA of The Macallan.
The goal was also to incorporate the restyled new logo and to create key visuals inspired by David Carson’s graphic style, experimental and typographically driven, yet carefully balanced to remain faithful to the brand’s refined universe.
The goal was also to incorporate the restyled new logo and to create key visuals inspired by David Carson’s graphic style, experimental and typographically driven, yet carefully balanced to remain faithful to the brand’s refined universe.
The redesign covered three iconic collections:
- Colour Collection – a range primarily targeted at airports, featuring a more colourful and approachable visual identity.
- Double Cask – a line matured in different types of casks, highlighting richness of flavour and perfect balance.
- Sherry Oak – the most classic and iconic collection, characterised by the influence of sherry casks, bringing depth and aromatic intensity.
The Macallan Colour Collection is shaped by sherry-seasoned American oak casks, offering 12, 15, 18, 21 and 30 Years Old expressions with a fresh, vibrant flavour.
Inspired by Jerez de la Frontera in Andalusia—its vineyards, albariza soil, sun and streets—the design pays tribute to the origins of our sherry journey.
Reimagined through the artistic lens of David Carson, it celebrates the craft and story of our sherry-seasoned oak casks.
Inspired by Jerez de la Frontera in Andalusia—its vineyards, albariza soil, sun and streets—the design pays tribute to the origins of our sherry journey.
Reimagined through the artistic lens of David Carson, it celebrates the craft and story of our sherry-seasoned oak casks.
Colour Collection 12 Years Old
Colour Collection 15 Years Old
Colour Collection 18 Years Old
Colour Collection 21 Years Old
If a building becomes architecture, then it is art
Colour Collection 30 Years Old
If a building becomes architecture, then it is art
The Macallan Double Cask Collection perfectly combines sherry-seasoned American and European oak casks, creating a smooth, creamy flavour in 12, 15, 18 and 30 Years Old expressions.
From the forests of Europe and North America to the sherry bodegas of Jerez de la Frontera, this collection tells the story of our exceptional oak casks, seasoned with sherry before reaching The Macallan Estate in Speyside.
From the forests of Europe and North America to the sherry bodegas of Jerez de la Frontera, this collection tells the story of our exceptional oak casks, seasoned with sherry before reaching The Macallan Estate in Speyside.
Double Cask Collection 12 Years Old
Double Cask Collection 15 Years Old
Double Cask Collection 18 Years Old
The Macallan Sherry Oak Collection is defined by European oak, delivering a rich, complex taste in 12, 18, 25 and 30 Years Old expressions.
Distilled in our Curiously Small Stills at The Macallan Estate in Speyside, the spirit matures in sherry-seasoned oak casks, carefully tended by our Whisky Mastery Team.
Distilled in our Curiously Small Stills at The Macallan Estate in Speyside, the spirit matures in sherry-seasoned oak casks, carefully tended by our Whisky Mastery Team.
Sherry Oak Collection 12 Years Old
Sherry Oak Collection 18 Years Old
CREDITS
Production Potlatch Agency
Artist David Carson
Head of Art Alex Ardid
Creative Director Ramon Benedito
Art Director William Maureil
Production Potlatch Agency
Artist David Carson
Head of Art Alex Ardid
Creative Director Ramon Benedito
Art Director William Maureil
© All Right Reserved. William Maureil
