Work | The Macallan Estate
A TRIBUTE TO THE BRANDS HERITAGE AND HOME
The product concept focuses on the uniqueness of Macallan’s home grown barley which has been farmed on the fertile grounds of the estate since the 1700’s. This precious barley is very rare and is only distilled at Macallan for one week each year.
The brand wanted to convey the concept of provenance within the character of the whisky and amplify it by using an experiential piece of packaging, offering the consumer an physical and emotional connection to the home of The Macallan.
The design solution makes use of materials, texture, aerial imagery and an opening experience to take the consumer on a journey of discovery through the Macallan estate and into the whisky.
First, the beautiful presentation box is printed to reflect the soft, pure water drawn deep from springs that gush up through 550 million year old rocks beneath the estate. The natural slate panel is rough and cool to the touch offering a physical connection to the land that inspired this natural product. The slate is finished with a beautiful branded gold transcript. On opening the box, the bottle is revealed against a backdrop of photography capturing the river, the mountains and the barley fields of the estate from which the product originates. While the secondary pack relates directly to the concept and is unique within the Macallan core range of products, the bottle and label share the iconic structure and large white panel associated with the luxury brand. The closure and labels respected key brand equities while bringing in colour and finishes to compliment the presentation box.
