House of McCallum
Bringing together premium Scotch whisky and commissioned artwork through a packaging system designed to celebrate both the liquid and the artist.
Overview
House of McCallum approached us to develop a premium visual identity system for their growing range of Scotch whiskies. Working closely with whisky industry veteran Antony McCallum, the project focused on creating a brand that balanced traditional whisky heritage with a more contemporary and artistic direction across packaging, print and digital touchpoints.
The art of whisky
The challenge was to create a whisky range that felt premium and collectable while allowing the artwork to remain the focus. Working with well known artists, the packaging needed to feel respectful to the original paintings, avoiding overly busy layouts or unnecessary branding elements.
The final system kept the structure clean and consistent across the range, allowing each artist’s work to stand out individually while still feeling connected as one recognisable collection. When placed side by side, the presentation boxes combined to form the complete artwork, creating a strong visual impact both individually and on shelf.
Vintage range
The House of McCallum Vintage Range represents whiskies from different regions, styles and casks, including rare releases from distilleries distilled on the same day and from the same pot still. Some expressions were finished in hand selected craft wine casks sourced from small independent wine producers, helping give each release its own character and story.
The packaging was designed to feel whisky led and informative, focusing on the detail behind each bottle. Labels featured technical information, handwritten notes scanned directly into the artwork, and a more traditional layout that reflected the authenticity and individuality of every cask.
Final result
The final ranges successfully combined contemporary artwork with traditional whisky storytelling, creating a distinctive identity that still stands strong nearly ten years later. House of McCallum whiskies continue to be stocked in whisky retailers and specialist stores, with the packaging helping establish the brand as both collectable and recognisable within the premium whisky market.
