The Macallan Red Collection – Javi Aznarez Auction EditionSotheby’s Auction Edition achieving £756,400 for Food Charity, City Harvest London.
Lineup Studios designed a unique set of labels for an exclusive auction edition of Red Collection, featuring illustrations by Javi Aznarez. Created for a complete set of six bottles sold through Sotheby's, the labels transformed each bottle into a canvas for artwork while accommodating all required branding, legal information and the artist's handwritten signature.
The Challenge
The six illustrations selected from Aznarez's animated launch campaign were rich, detailed and highly narrative in style. Traditional label formats would have significantly reduced their visual impact, leaving little space to showcase the artwork while still accommodating The Macallan branding, legal copy, bottle information and the artist's signature.
The challenge was to create a label system that preserved the integrity of the illustrations while meeting all technical and regulatory requirements expected of a luxury spirits release.
The Idea
To maximise the artwork, we developed an oversized wraparound label that extended around the bottle, creating significantly more space for the illustrations than a conventional label format.
The design allows the bottles to be displayed in two ways. Positioned one way, the collection forms an uninterrupted lineup of artwork across all six bottles. Rotated, the bottles present The Macallan branding alongside a curated section of illustration. This flexible approach balanced storytelling, collectability and brand visibility while remaining faithful to Aznarez's distinctive visual style.
The Result & Services
The final collection delivered a striking visual presentation that elevated the artwork from packaging asset to feature piece. By allowing the illustrations to flow around the bottle with minimal interruption, the labels maintained the authenticity and graphic quality of the original artwork while fulfilling all functional packaging requirements.
The solution was also technically ambitious, requiring the development and application of unusually large labels to achieve a flawless premium finish. The resulting six-bottle set became one of the defining elements of this unique auction release, helping create a truly collectible edition of The Macallan Red Collection.
Services:
Packaging Design
Label Design
Luxury Spirits Packaging
Artwork Integration
Print Production Artwork
Technical Development
Limited Edition & Collectable Releases