In a striking evolution of identity and storytelling, The Macallan has partnered with legendary graphic designer David Carson to reimagine the visual world of our timeless Collections. Through his visionary lens, the Sherry Oak Collection, Double Cask Collection and Colour Collection are brought to life.
Each stands with its own character, yet remains unmistakably part of a unified story. While the look has changed, the incomparable whisky inside remains the same, defined by the signature taste, unwavering quality and dedication to craftsmanship that define The Macallan... And you know us so well.
The Artistic Translator
Just as our whisky is layered with complexity and character, Carson’s work invites interpretation. A deconstruction of form and meaning, it challenges expectations, rewards curiosity, and creates space for personal discovery mirroring the journey of the whisky itself.
As a longstanding creative partner of The Macallan, David Carson has become more than a collaborator, but an artistic translator of our story and values. Widely regarded as one of the most influential visual communicators of the modern era, Carson brings a style that is freeform, fragmented, raw and yet undeniably refined.
For this collaboration, he stepped away from the digital grid and returned to traditional methods. Working with paper, paint and elements from nature, he created each visual by hand. No two are the same. Each piece is a deeply tactile experience, layered with meaning and emotion.
“The world is full of perfectly clean, perfectly ordered and immediately forgettable designs.”
David Carson
Graphic Designer
Sherry, wood, and time
In this reimagining, our brand image becomes a canvas of past and future. Symbols drawn from the first 200 years of The Macallan’s history are interwoven with a bold, forward-looking design. The result is a visual identity that honours where we’ve been, speaks to where we’re going, and deepens the connection between our whisky and those who appreciate it.
Each Collection has been given its own distinct visual language, one that reflects the character of the whisky within. From the depth of flavour to the nuances of natural colour, every element of design has been carefully considered. The visual identity of each Collection speaks to its individual story and provenance, while collectively forming a cohesive world shaped by sherry, wood and time.
From past to present
The architectural form of our Distillery, bold, organic and unmistakably of its place, served as a central inspiration for David Carson in the creation of The Macallan’s new logo and pattern. Its influence is reflected throughout the reimagining, from the bottle design to the visual storytelling that connects our packaging to our home in Speyside and to the provenance of our sherry wine seasoner and oak wood from the US, Northern Europe to Jerez de la Frontera in Spain.
A new triangular shoulder label pays tribute both to our legacy and to origin. It forms a visual bridge between previous and current Collections, while also referencing the Sherry Triangle in southern Spain, the source of our casks and the starting point of our sherry seasoning journey.
THE SIX PILLARS
At the heart of this collaboration lies our unwavering commitment to our Six Pillars and the signature taste that defines every whisky of The Macallan.
This reimagined design is seen through Carson’s lens and rooted in our sherry and wood provenance, underpinned by our Six Pillars and the many elements that define The Macallan.
SHERRY SEASONED CASKS
Sherry forms the common thread between the Sherry Oak Collection, Double Cask Collection and Colour Collection, influencing both the natural colour and the distinctive flavour profile of each expression. Together, they tell the story of our sherry journey in three parts.
Together, these Collections form a single narrative, shaped by sherry, wood and time.
Through his distinctive style, David Carson has interpreted this exceptional journey into a visual representation, translating it into a visual language that reflects the character of our exemplary single malts.