Defining luxury brand beyond pack


The Macallan came to us to create a category leading Global Merchandising Range, that would play a critical role in transforming The Macallan into a lifestyle brand. The solution was to create merchandise that was tailored to different consumer lifestyle needs & occasions whilst increasing the brand storytelling through Scottish craftsmanship, uniqueness and exclusivity of the items.

We created new brand assets such a bespoke brand led estate tweed & two ownable scent recipes one reflective of the landscape & the other Easter Elchies House. The range is crucially desirable to elevate the brand even further towards being a luxury brand house. Disrupting how consumers expect The Macallan, and the whisky category to behave.

A packaging system was created so that only 4 different boxes were required for the whole range. The packaging consisted of different inner fitments to display each of the different items at the same time as safely hold them in place whilst in transit.