Creating a new gifting collection in collaboration with four female artists

The festive season, from Diwali to Lunar New Year, is the most important sales period for spirits brands. That’s why we created the A Night on Earth collection: an annual gifting release from The Macallan that celebrates New Year’s Eve and similar traditions across the world, giving the brand a distinctive release for this key commercial period.

We crafted a collection that captures the shared spirit of these great nights on earth, collaborating with four female artists who translated their memories of celebration into three artworks, arranged in a chromatic hierarchy from red to blue to yellow. We then applied these layers to the packaging design we created for the collection, allowing consumers to unbox the whisky in layers that immerse them, scene by scene, in the story.

For the very first edition, A Night on Earth in Scotland, we collaborated with Erica Dorn, a lead graphic designer for Wes Anderson.

The journey around the world continued with Nini Sum in China, Maria Melero in Jerez de la Frontera, Bonnie Brown in New Zealand.

Each artist’s memories and unique aesthetic inspired us as we created the campaigns, retail visibility, and experiential launches for the whiskies.

The collection became one of The Macallan’s most successful gifting releases, honouring diverse cultures while reinforcing The Macallan’s place at the heart of celebration.

Services: Product Innovation, Creative Direction, Campaign Development, Packaging Design, Artist Collaboration, Retail Launch