The new visual identity for The Macallan’s Double Cask and Sherry Oak in its Timeless Collection was showcased during a cocktail event at MGM MACAU on Tuesday night.
The new visual identity was created by contemporary graphic designer and longstanding collaborator David Carson, according to a statement yesterday by The Macallan.
Among Carson’s sources of inspiration are how sherry wine and oak intersect to influence The Macallan’s taste. Moreover, the new bottle design was influenced by the shape of The Macallan Distillery and its “sweeping green roof”, while the triangular shoulder label connects the new collections with the old and represents Spain’s Sherry Triangle, the statement said.
The statement added that the rear label designs incorporate a new cask type symbol to “highlight the contribution of flavour and aroma imbued from American and European oak casks”, while there is also enhanced consumer engagement.
The statement added that the new designs “offer a refreshed, modern perspective and vision for the future that celebrates the brand’s peerless craftsmanship and creative mastery”.
The Macallan Creative Director Jaume Ferras was quoted by the statement as saying: “This distinctive new identity offers a multitude of visual cues to tell our story, from the sherry seasoning to the American and European oak casks which contribute to the complex taste and flavour profiles in every bottle of The Macallan.”
Carson said in the statement: “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 dram.”
More information can be found on www.themacallan.com/en.
This photo shows the Macallan Timeless Collections’ Sherry Oak, which was showcased with the Double Cask during a cocktail event at MGM MACAU in Nape on Tuesday night. – Photo: Rui Pastorin
