Scotland – Traditional whisky brand The Macallan has released limited-edition packaging that depicts the brand’s core values as X-ray photographs.
Produced by photographer Nick Veasey, each of the designs represents one of the brand’s ‘six pillars’ – spiritual home, curiously small stills, finest cut, exceptional oak casks, natural colour and peerless spirit. Veasey used X-ray machines similar to those used in hospitals to capture images, including a whisky barrel and a drop of water.
The sterile, scientific images are an interesting choice for a whisky brand, and a departure from the more traditional visuals usually associated with the drink.
At Dutch Design Week, LS:N Global noted a number of designers using scientific cues in their work to add luxury appeal. For more information, see our review.