The Macallan Red CollectionDesigning a visual identity for one of The Macallan's most revered whisky collections.
Created to celebrate time, tradition and craftsmanship, the Red Collection showcases some of the oldest and rarest whiskies ever released by The Macallan. Lineup Studios partnered with the brand to develop and implement a distinctive visual identity that could unite the collection while reinforcing its position at the pinnacle of the portfolio.
The Challenge
The challenge was to create a flexible design system capable of spanning multiple age statements and rare releases, while maintaining a consistent identity worthy of one of the world's most revered whisky collections. The solution needed to honour The Macallan’s heritage while establishing a timeless visual language for future expressions.
The Idea
Drawing inspiration from the significance of the colour red throughout The Macallan's history, we developed a refined visual system built around elegant typography, restrained detailing and bold red numerals. The design allowed each expression to retain its individuality while remaining part of a cohesive family. Supporting assets, including certificates and presentation packaging, were created to communicate the same sense of provenance, rarity and craftsmanship.
The Result
The result is a timeless collection identity that celebrates nearly two centuries of whisky-making heritage. By combining clear hierarchy, understated luxury and meaningful storytelling, the design has helped establish the Red Collection as one of The Macallan's most iconic and enduring ranges.
Services:
Packaging Design
Artwork Development
Label Design
Certificate Design
Luxury Packaging Graphics
Print Production Artwork