Introduction
Creating The Macallan 1824: a new, exclusive, unaged whisky
brand for global travel retail.
Challenge
There is simply not enough of The Macallan aged whisky to
satisfy future demand in the duty-free market. The Edrington Group
has responded by withdrawing its aged products from travel retail
and replacing them with a range of luxury, un-aged blended whiskies
- a bold, category-challenging move. Without the usual age
indicators, we needed to communicate, to its select audience, this
ground-breaking range's quality and exclusivity, whilst remaining
loyal to The Macallan's core values and heritage.
Solution
We created the 1824 brand story: 'The Masters of Spirit and
Wood', which relates the history of The Macallan, its estate and
its distillation process. Each product in the range presents a
self-contained chapter of the whole, unified by a crafted 3D marque
and sold on a rising price scale. Multiple layers of texture,
colour and detail invite exploration and discovery and each
presentation pack is redolent of the art of bookbinding. The
compelling 1824 storyline is brought to life in every design
detail, from individual labels and gift packs to glassware and
lavish point of sale material for this specialised retail
environment. As well as designing this perfect marriage of
substance with style, we named the range and its five variants and
wrote copy for all the brand literature, including trade and
consumer brochures.