American graphic designer David Carson is revered as the “godfather of grunge typography”. He finds the label meaningless. Instead, he believes in trusting his intuition. “If the nickname means being experimental, taking risks, and trusting my guts, then perhaps it applies,” he says.
Likewise, this bold philosophy applies to his long-standing collaboration with The Macallan. Carson takes pride in connecting with the audience and evoking an emotional response, while staying true to the whisky brand.
His latest project is The Macallan Colour Collection. It’s a global travel exclusive comprising an exceptional range of five new age statement whiskies: the 12 Years Old, 15 Years Old, 18 Years Old, 21 Years Old, and 30 Years Old.
When asked about the design process, Carson says, “Inspiration is taken from both the vibrant hues of each whisky, and the hauntingly beautiful Jerez de la Frontera region of Spain, where The Macallan’s sherry seasoning takes place.” This process is key to creating the whisky’s lustrous natural colour.
“I include colours and textures from the area and the spirit of the environment. Travel, movement, freshness, lightness, and white contrasting with vibrant hues—all play a part in my interpretations.”
To represent the varying expressions of aged whisky, the self-taught designer handpicked the hues. The 12 Years Old and 15 Years Old were selected to mirror the strikingly pale terroir of Jerez. The packaging of the 18 Years Old exudes the vibrant warmth of the evening sun in Jerez, with tones that match the light auburn hue of the whisky.
Meanwhile, the wooden boxes for the 21 Years Old and 30 Years Old were produced using oak from sustainable forests. These beautifully designed boxes are made to last and can be repurposed long after the whisky is gone.
To Carson, collaborating with The Macallan feels like a conversation with an old friend. “Even though the brand has been around for almost 200 years, it is very open to new ideas surrounding art and design. We think alike and there’s a mutual understanding.”
