The spirit of the age

One of the toughest tasks in packaging design is revitalising a high profile brand. And when it is in a ‘traditional’ sector, such as single malt whisky, the job can be all the more demanding.

London consultancy The Flat Five Company was called in by the marketing team at The Macallan to do exactly that for ‘the Rolls Royce of single malt whisky’. The aim was to broaden the appeal of the core brand, which includes ten-, 15- and 18-year-old malts, thereby strengthening its existing position.

To maintain continuity, the label features the Macallan crest, albeit redrawn. An illustration of Easter Elchies House – the home of the brand – which has been repainted by David Holmes using autumnal rather than the original spring colours, appears on the gift carton.

The border of the label is a warmer cream than previously and light cream replaces white on the gift carton. A tube has been introduced to hold The Macallan’s premium 15- and 18-year-old whiskies.

The new packs will be launched internationally next month. The Flat Five Company is meanwhile developing a range of special and premium products for the brand.

Design: The Flat Five Company:

Creative director: Jonathan Davis;

Design and production: Simon Reynolds

Client: The Macallan:

Marketing controller: David Cox

Marketing manager: Alison Graham