Discovery and Decision
Rymn Massand: Was The Macallan familiar with David’s work before this collaboration? How did you first come across him, and what led you to decide that he was the right person to reinterpret the brand? Given that The Macallan is a legacy brand, what made you confident this was the right fit?
Jaume Ferras: David is a long-standing partner of The Macallan. Prior to our collaboration on the Timeless Collection redesign, we partnered with him on several projects, including the design of the Archival Folio and, more recently, the launch of Colour Collection, which marked the beginning of our reimagined brand identity. Our previous collaborations have further solidified his role as a trusted creative partner. His ability to bring a fresh perspective while authentically channeling our brand DNA made him the obvious choice to reimagine the Timeless Collection in a unique and distinctive way. The Macallan and David share similar values and sources of inspiration. This partnership enabled us to draw from those shared foundations while also pushing the boundaries of innovation and exploring new creative avenues. David’s mastery of craft is evident throughout the collaboration; his ability to honour our heritage while introducing a fresh perspective has resulted in a design that powerfully captures both our legacy and our forward- looking vision.
First Reaction and Fit
RM: When The Macallan approached you, what was your initial reaction? Did it feel like an unlikely partnership at first? Beyond the prestige of working with such a legacy brand, what made you feel that this project would be creatively engaging — something more than just a decorative or surface-level exercise?
David Carson: I first met The Macallan team at a ‘creative day’ event being hosted for them by one of the marketing agencies they work with. I was one of the speakers. We hung out after my talk, went to lunch, and just really hit it off well.
That initial conversation and afternoon led to the decision to collaborate. Since then, I have worked closely with The Macallan, visiting the distillery on two occasions, attending multiple tasting events, and continuing to build on what has now become a partnership spanning over six years.
I quickly realised that what The Macallan does, and what they stand for, is also a form of art. It’s about creativity, people, and a deep appreciation for craft. That human element is woven into everything they do, and it’s what makes the collaboration so meaningful.
I had never worked with a luxury single malt whisky brand. I got a feeling from them early that they were open to me exploring different interpretations of who they are and what they do. It came at a time I was already starting to explore more paintings in my work, along with the collage and graphic design. I welcomed the personal challenge – to produce new work that communicated what they needed, as well as be new art I was proud to have out in the world.
I consider the work produced as some of my best work ever. I list the experience as one of my top working relationships in my 25+year career (the band Nine Inch Nails, and the magazine Ray Gun, were the other two). I was able to stretch as an artist, and they encouraged and accepted a lot of experimentation on my end.
Story and Narrative
RM: In great design, the story often leads the process. What was the narrative or emotional thread guiding this collaboration? I imagine it went deeper than matching tones of oak and whisky — what was the underlying story you wanted the visuals to communicate?
JF: We opened our new distillery in 2018 and while the distillery has become a prominent part of the landscape, we quickly recognised that our brand identity did not fully reflect that presence, nor did it capture other key pillars such as our commitment to bespoke Sherry cask seasoning or the significance of our approaching 200-year anniversary. It became clear that this vision needed to be embedded in the reimagination of our Timeless Collection.
We knew we wanted to represent our past while recognising our future and we had to work with a bold but like-minded artist to envisage that. David was a long-standing partner of the brand, and we were confident in his ability to translate our vision into a compelling unique, creative design.
David drew inspiration from a number of outlets, but most distinctively the influence of sherry and oak on The Macallan’s unique character while recognising our brand home in Speyside, a testament to the dedication and hard work of our entire team.
Design elements like the bottle shape echoing the distillery’s architecture and the triangular label referencing our connection to Spain’s Sherry Triangle, create a direct link to our origins. Ultimately, the visuals go beyond design; they reflect The Macallan’s evolving legacy, celebrating creativity while staying true to our roots.
DC: For me, as always, the back story was a huge part of the design directions. As I was meeting the various people, some whose families had worked for decades and visiting where the magic happens. Spending time with the whisky mastery team was incredibly inspiring. I was able to channel every facet of the experience, the environment, the people, and the history into the design. It’s an amazing setting in nature, on the river, just such a treat for the senses which opens up a creative, experimental, human, approachable to the work we do together.
My initial visit to the distillery strengthened my understanding of what they do but also made me understand how it all works. It’s a great environment for creativity, art and exploration, while keeping the human touch front and centre. It was essential that the story came to life through the visual elements we created.
Reflection
RM: Looking back now, if you had the chance to approach this collaboration again, is there anything you would do differently — creatively, conceptually, or in your working process with The Macallan?
DC: Our collaboration on the reimagination of the Timeless Collection was born from inspiration sparked during time spent with the brand. For me, there is no more authentic way to channel that experience into a project, the story naturally led the creative process. I’m very pleased with where we ended up.
I spent a month in a large studio outside Barcelona, exploring a mixed media interpretation of all I knew, both The Macallan, and this particular and unique collection. I’m proud to have the result out in the world, living their new life.
Impact and Legacy
RM: What has the feedback and reaction been since the collaboration launched? Do you feel it has shifted how people perceive The Macallan? More broadly, how do you think a partnership like this — beyond simply bringing in a respected creative name like David’s — contributes to the ongoing story and legacy of The Macallan, both looking forward and looking back?
JF: Our collaboration with David brought a fresh and unexpected energy to the evolving conversation around our Timeless Collections. It was essential that the final design not only reflected our vision for the future but also honoured the legacy that has shaped who we are today. The evolution of our identity lets audiences know that The Macallan is not only a heritage brand, but one that’s willing to push boundaries and embrace artistic innovation. We believe it reinforces the idea that The Macallan is not static; it’s a brand that evolves while staying true to its core values of craftsmanship and creativity.
This is an article from our November 2025 Bookazine. Order your copy here.
Words Rymn Massand
Date 5.1.2026
