Our work as The Macallan’s core creative partner throughout its 200th anniversary

How do you celebrate the 200th anniversary of one of the most famous whisky brands in the world? The Macallan entrusted us with every aspect of its bicentenary year.

We started by creating the memorable anniversary slogan “200 Years Young” which celebrated two centuries of heritage while expressing the brand’s ambition to keep looking forward, eyes firmly set on the future. We designed the accompanying logo, which became the unifying thread across every project and product released this year.

Working as an embedded creative partner, we were involved in every stage of the anniversary, from the earliest strategic conversations to final execution.

In 2024 we delivered a full rebrand, 17 new products across 6 collections, as well as a commemorative book of 200 poems and 200 illustrations, and countless experiences.

Here is the work, in brief:

The Timeless Collections Rebrand of The Macallan:

An entire rebrand of The Macallan in collaboration with David Carson.

The Heart of the Spirit Book and Experience:

A brand book and experiential event documenting The Macallan’s history, created in collaboration with illustrator Javi Aznarez and Scottish poet Jenni Fagan.

The TIME:SPACE Collection:

An ultra-rare whisky collection and massive global launch campaign, celebrating the brand’s extraordinary past and future.

Services: Brand Strategy, Rebranding, Product Innovation, Creative Direction, Campaign Development, Packaging Design, Artist Collaboration, Experiential Event Design