Encomium
In a world where everything is polished and predictable, the things that stay with us are often the ones that feel a little different and unexpected. A tension between order and instinct that has shaped David Carson’s work for decades and now sits at the centre of a new visual chapter for The Macallan.
David Carson has never really cared for rules, not the neat grids designers swear by or the idea that everything has to be perfectly aligned to make sense, and that is exactly what makes his work feel unpredictable, sometimes even chaotic, yet never forgettable.
That reputation is why brands like The Macallan keep coming back to him.
If you have ever paid attention to The Macallan bottle at a dinner in Lagos or spotted one sitting behind a bar in London, you would understand that the brand has always spoken before you even take a sip, from the design to the weight and presence, everything carrying meaning, only now that story is being told differently.
Carson has been part of that shift for a while, with his first collaboration through Concept No. 3 giving him room to experiment within the brand’s world, followed by the Colour Collection in 2023, and with each project his role moved beyond design into interpretation, leading to what now feels like the most complete expression of that relationship in the Timeless Collection.
What sets Carson apart is not just what he creates but how he creates it, as while many designers rely on digital precision, he leans into physical work through paper, paint and texture, embracing a process that is less polished and less predictable, yet one that reflects the patience and care behind whisky making itself.
You can see that thinking in the new bottles, where the shape draws from The Macallan distillery in Scotland yet still feels intentional rather than distant, while the triangular label connects back to Spain’s Sherry Triangle, where the casks used in the whisky originate, small details that matter, especially for people who care about what they are drinking, and ultimately who this redesign speaks to.
In Nigeria, the whisky conversation has evolved, moving beyond simply having a bottle on the table to understanding it, where it comes from, why it tastes the way it does and what makes it different.
Carson’s work fits naturally into that shift, with the whisky itself remaining unchanged, the Double Cask retaining its smooth balance and the Sherry Oak holding its depth and richness, while what has changed is how the story is expressed, now clearer, more open and easier to connect with.
It is still The Macallan, just seen differently this time.
