The Art Department, created the luxury, bespoke packaging for all four expressions in The Macallan 1824 Series, a range showcasing two of its greatest strengths; oak sherry casks and natural colour. Distributed by Maxxium UK The Macallan Gold is the first of the four designs to be revealed.
Securing the contract to design the packaging and marketing support materials for the ground-breaking single malt is a significant win for the North East agency. Formed in 1993 and employing 8 members of staff, The Art Department has worked with The Macallan over the past four years on a number of design and digital media projects.
Prem Reynolds, Creative Director of The Art Department said: "This has been a major piece of work for us which was won on the back of our excellent relationship with The Macallan. The heavily embossed and foiled white packs help to showcase the stunning natural colour of each expression in The 1824 Series and maximise impact on shelf and back bar.
"Working on such a high profile project and delivering an end result we are truly delighted with shows that creative talent is alive and well in the North East and London does not have to be the first port of call for quality design work."
Alongside Gold, which is initially exclusive to the UK*, The 1824 Series will also include three further expressions, Amber, Sienna and Ruby. Created by identifying the natural colour formed during maturation in different casks types to create the character informed by these colours, the remaining three expressions will be launched in Spring 2013 and rolled out in Europe and Canada plus key emerging territories in Central and Eastern Europe, Latin America and Africa.
Ken Grier, Director of Malts, Edrington, said: ""We have worked with The Art Department on a variety of projects and were confident they could deliver on this challenging brief. The 1824 Series showcases the signature style of The Macallan – embracing the defining elements of natural colour and exceptional sherry casks which have made it one of the world's truly great single malts."
The Macallan Gold will be available at all good whisky specialists, wholesalers and selected multiple grocers from 1st October, and online for UK customers at www.themacallan.com at a price of £36.