Luxury positioning for an international campaign.

We were asked to support The Macallan on the global launch of their seasonal gifting range this year. This beautiful packaging design required a campaign and creative approach that could showcase the brand, its key components and let the design speak for itself.

With three of The Macallan’s most established malts in the range, we developed the concept and approach based on a key feature of their brand — it’s world renowned chevron.

This dynamic use of one of The Macallan’s brand components gave a simplistic and luxury style to the direction of the campaign. Combined with a range of 3D product visuals, animations and consumer based copy, the focus remained on the product itself.

Once the core concept was developed, we created a range of toolkits to allow The Macallan to roll out the project globally to its wide array of international markets.