The Macallan

Raise the Macallan

Brand Extension, Website, Social

The Macallan

Branding, User Experience Design

The Macallan developed a new marketing program designed to engage a younger professional audience to their brand. Through a website that educated this new audience on the ins-and-outs of single malt scotch and curated events, upwardly-mobile attendees would find their sophisticated sides, developing a lifelong appreciation for the Macallan brand.

Our objective – to take the program’s website from brough mechanical sketch to fully-designed, on brand, and program-ready.

Brand Extension
Information Architecture
UX/UI Design
Food & Beverage

An Open Invitation...

Pairing the heritage of a nearly 200-year-old brand with a digital aesthetic that would resonate with affluent millennials required accuracy.

Spectacular brand photography, clean UI, and just a hint of tension created a portal that invited brand explorers into discovery rather than demanded attention.

Partnering for Success

We partnered with digital comms agency M Booth to bring our work for The Macallan to life. They built upon our efforts with PR and live events – extendeing the program's core. What started as digital work became tangible events and human experiences.

Going by the #s

M Booth handles many ongoing marketing efforts for The Macallan, "shifting the perception of Scotch from a traditional drink for a more mature crowd to the defining drink of a successful new generation." Social media is a core comms platform. As such, M Booth asked Armchair to create a standard reporting set for social media activity, including specific key performance indicators.

We rose to the occasion, creating a standard monthly report for Macallan execs which gave them a high level of visibility via beautiful and communicative data visualizations.

Additional Thoughts

“Armchair are extremely accessible and accommodating. The level of quality is above and beyond, and we would definitely recommended their services to other clients."

Digital Strategist, M Booth