Lineup Studios was invited to create packaging design for an exciting new super-aged range of single malt whiskies for The Macallan. The range reflects the brands deep respect for time, tradition and craftsmanship. The colour red as the range nomenclature derives from elements in the brands history and naturally occurring hues in the whisky. The brief was to embed red with premium and distinction, and to capture The Macallan’s heritage with traditional design execution while at the same time introducing a hint of contemporary. From the outside, the solid oak wooden presentation box is a larger continuation of the brands core product range. On opening, the box pops with red. Beautifully upholstered with sustainably sourced Scottish leather delicately embossed with the brands iconic chevron pattern, the interior also features a branded patch and stitched leather pocket to house product certification. The removable plinth and the bottle stop are crafted in wood taken from The Macallan casks. Signed by the whisky maker and hand numbered, the labels hero each product age in red. The range consists of three permanent variants; 40, 50 and 60 years old, and three guest releases in 2020; 71, 74 and 78 years old, the oldest single malt whisky ever released.

The Macallan Red Collection is an expression and celebration of the brands history, carried through to the present day. The distinct people and stories that are connected to the collection embody The Macallan’s values and have played a key role in shaping the brand.  When it came to telling these stories, all connected by a red thread, The Macallan chose to work in collaboration with painter and illustrator, Javi Aznarez. His distinct technique, relationship to colour and dedicated pursuit of artistry connected him with these special stories.

Lineup Studios was asked to select 6 still images from the amination created by Aznarez and design a set of labels for auction. The full and intense nature of the works together their orientation, considering a tall round bottle, presented certain challenges both in presenting the art to maximum effect and in positioning the mandatory information required to comply with scotch whisky labelling regulations. The solution was a one-piece wrap around label allowing the mandatory set, boldly including the branding, to be concealed from the front view.

The illustrated labels, signed by artist Javi Aznarez and the Whisky Makers, sold at auction at Sotheby’s London on the 31st October 2020.  The auction raised funds for food charity, City Harvest London, who distribute 80,000 meals a week to vulnerable people across the city using food industry surplus. The sale price of £756,400 equates to almost 2.5m meals being provided to people in need.