Timeless

The Macallan's Timeless Collections combine storied craftsmanship with forward-thinking design, marking the distillery's 201-year history with a bold new visual chapter by David Carson.

- Alvin Wong

Designed to honour the past while embracing the future, the transformation is led by David Carson, a graphic design legend known for pushing creative boundaries across disciplines. Best known for his genre-defying work in Ray Gun magazine and disruptive campaigns for brands like Nike, Pepsi, and Nine Inch Nails, Carson is no stranger to creating visual languages that challenge convention and stir emotion.

With The Macallan, Carson’s design fingerprints first graced the Concept No. 3 in 2020, when he brought his signature typographic dissonance and a layered, collage-heavy aesthetic textural layering to the world of single malt whisky. That collaboration—moody and full of poetic abstraction—helped pave the way for this complete redesign across the Timeless Collections.

This undertaking is more expansive and deeper than anything Carson has previously done with The Macallan. The visually reimagined Timeless Collections represent more than a facelift. Gone is the traditional packaging. In its place stands a sculptural bottle inspired by the sweeping silhouette of The Macallan Distillery’s green roof. A triangular shoulder label nods to the Sherry Triangle in Andalusia, the source of The Macallan’s sherry-seasoned casks. Meanwhile, the new rear label bring the tasting notes to life, while QR codes and anti-counterfeit features connect drinkers to detailed product information and production origins. The entire visual identity is tactile and thoughtful in equal measure and, as always, serves a vital prelude to the whisky within.