Founded in 1824, The Macallan was one of the first distilleries in Scotland to be legally licensed. Since then, The Macallan has built a reputation as one of the world’s truly great single malt whiskies.

The Macallan Oscuro is drawn exclusively from oak casks seasoned with Oloroso Sherry. An exceptionally high proportion of these are first fill, which endow the whisky with a rich, deep colour and intense flavour. This sherry seasoned heritage and luscious richness is the inspiration for its name Oscuro, meaning ‘dark’ in Spanish.

Translating vision

We were approached to develop the Travel Retail range of secondary packaging for a limited edition of The Macallan 1824 Master Series. Our client had a strong vision for a pack that opened whilst raising and presenting the bottle, and asked us to turn this vision into reality.

Getting beneath the surface

We designed a pack to fully realise the client’s ambitions, although we felt the idea could be enhanced. During development we reduced the on-shelf pack footprint and volume to be more efficient for supply chain and the retail environment, whilst also simplifying the pack opening mechanism to reduce both risk and cost, yet maintaining the visual impact.


Shelf appeal to hero product

Our final pack presents the bottle as hero and creates recognisable standout in a busy, crowded retail environment, whilst still offering the necessary protection and stability. We created and supplied the factory with final 3D Production Data and specification for both the Oscuro and Reflexion ranges. The packs were launched in Travel Retail in 2014.



“We enjoy working with Equals, because not only do they deliver the brief faithfully but they also get beneath the surface taking time to understand the key factors which influence assembly and performance. In this way, problems or opportunities for improvement are explored and presented, leading to a better result first time.”

– The Macallan