Embodying The Macallan’s patience and mastery

With The Macallan, we created The Red Collection, a series home to some of the distillery’s oldest and rarest whiskies.

The collection takes its name from the colour red, a recurring symbol throughout The Macallan’s history that reflects both the brand’s heritage and its commitment to natural colour.

We developed bespoke oak presentation cases for this collection, handcrafted from the same European oak used in The Macallan’s casks.

We recruited the exceptional illustrator Javi Aznarez, previous to his work with Wes Anderson, to create iconic, one-of-a-kind artwork, for the bottle labels and the entire campaign visual strategy.

With Javi’s illustrations, only two sets of a special, ultra-limited edition of the series was made. One rests at The Macallan museum, and the other was auctioned by Sotheby’s in 2020, reaching a price of 850,000 GBP.

With limited releases including 40 and 60-year-old expressions, as well as ultra-rare bottlings extending beyond 70 years, the series embodied the patience and mastery behind The Macallan.

Services: Product Innovation, Artist Collaboration, Creative Direction, Packaging Design