The Macallan gains Brandimage styling

2 October 2014


Brandimage, a leading global consultancy of brand equity architects and designers, has created a range of "stunning decanters with exquisitely crafted secondary packaging" for The Macallan 1824 Masters Series honouring The Macallan single malt whisky.

The brand design on this new range aims to portray the luxurious nature of The Macallan brand by building on its premium position. The Series will also reinforce the brand's presence in the global travel retail market, the new battleground of luxury brands.

The 1824 Masters Series is the first time The Macallan has developed a full series of decanters, with exceptional carafes, an exclusive sign of discretion and elegance. The range features the finest single malt in the most premium whisky category, with prices ranging from $300 to $4,000.

When designing the new range, Brandimage's objective was to reveal the essence and the particular heritage of The Macallan by creating distinctiveness through a proprietary shape and endowing the range with a recognisable common style. Each decanter is designed in a unique way to magnify the codes and the history of the iconic brand.

"There is a true willingness of verticality, height and elegance, clearly differentiating from traditional decanters, which usually have more low-built shapes," says Brandimage.

The iconic Macallan triangle has been integrated in a different way in the shape of each bottle, strengthening their personality but also highlighting the unique distinctive colours of The Macallan whiskies.

The design of each bottle is crafted to embrace the incredible quality and prestige of the whisky, through a multi-faceted design inspired by the pure heritage of refined glass-art and jewellery. The secondary packaging has been designed in the spirit of jewellery cases with great sobriety on the outside, while being highly crafted on the inside.

www.brand-image.com



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