Rebranding the historic brand, The Macallan

Following the success of Concept No. 3, our first collaboration with artist David Carson for The Macallan, we reunited for an even greater challenge: rebranding a 200-year-old icon and introducing its new identity to the world.

We chose David Carson because his layered, symbolic work rewards close attention, much like The Macallan's whisky. That shared idea became the foundation for both the new brand identity and the campaign:

Rebranding a 200-year-old icon

Our first challenge was a rational exercise in branding. We invited David Carson—an icon of graphic design—to step away from the screen and work by hand, using raw, noble materials much like a whisky maker.

He created a series of large-scale canvases, distilling 200 years of The Macallan’s history into a rich visual language of symbols and motifs.

From these artworks, working closely with David, we developed a complete brand identity: a new logo, font, patterns, colour palette, and packaging for the Timeless Collections. To celebrate the bicentenary, David created a further 200 original key visuals, expanding the identity into an extensive visual tapestry that could live across every brand touchpoint.

Launching the new identity

The second challenge was to introduce the rebrand through a global campaign built on the same creative principle: The more you look, the more you discover. Every touchpoint invited audiences to uncover new layers of meaning, reflecting both David Carson's artwork and the complexity of The Macallan's whisky.

For the gifting season, we extended the platform with You Know Me So Well, a line celebrating thoughtful gifting, deep understanding, and the relationship between the brand, its collectors, and one another.

Across retail, out-of-home, experiential activations, and global launches, we transformed the new identity into a living brand world, giving The Macallan's 200th anniversary a campaign as rich and layered as the whisky itself.

Services: Rebranding, Creative Direction, Campaign Development, Experiential Event Design, Artist Collaboration, Retail Launch