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1 The Macallan 1824 > Brand book artdepartment.co.uk 1

2 The Art Department brand-building matrix. IDENTITY PRINT DIGITAL ENVIRONMENT Audit Audit Audit Audit Name/Identity Corporate Literature Website Signage (Exterior) Guidelines Stationery Intranet / Extranet Signage (Interior) IDENTITY PRINT DIGITAL ENVIRONMENT Brand Manual Sales Literature SEO + Support Livery Merchandise Ad Campaign Campaign Reception/Interiors Internal Comms. Presentations Exhibition/Display IDENTITY PRINT DIGITAL ENVIRONMENT Toolkit Packaging Social Media Advertising (Outdoor) Direct Mail Corporate Film Ambient / Guerilla Newsletter TV / Cinema Ads 2 3

3 Naming Step 2: immersion You can t create a brand in a vacuum. So we immerse ourselves in the client s world, the market sector and the subject to gain a clear understanding of the client s business needs and positioning strategy. DIRECTIONS WE CONSIDERED WITH THE BRAND TEAM: The Six Pillars Easter Elchies House, Curiously Small Stills, Finest Cut, Exceptional Oak Casks, Natural Colour & Peerless Spirit. The Estate Consider the various elements around the Estate water, grain, earth, trees etc. Emotive Do we explore the emotive route connecting to the spirit itself? Use single words to describe the style of spirit. ELEGANCIA has been used already but what about Exceptional, Exquisite, Elegant etc. Natural Colour The Macallan has used OSCURO (dark in Spanish). Are there any further names that relate to the rich colours or Spanish Sherry connection? Can we connect colours to Pillars? Sherry / Spain Are there names that relate to Spain or Sherry related? This series will be exclusively matured in sherry oak casks. Wood / Casks Consider the use of the word OAK? They have Fine Oak and Select Oak already but can we go anywhere else with this? Whisky Maker It would be nice to use Bob Dalgarno as the central figure. He has a Whisky Makers Edition however can we get 4 products against his name based on Hand-Selected casks / exceptional spirit? EEH STILLS CUT CASKS COLOUR SPIRIT Stone Copper Silver Brown Amber Gold 4 5

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6 GOLD AMBER SIENNA RUBY 10 11

7 PEERLESS SPIRIT NATURAL COLOUR EXCEPTIONAL OAK CASKS THE FINEST CUT CURIOUSLY SMALL STILLS THE SPIRITUAL HOME 12 13

8 The 1824 series pattern adds texture and sophistication across all packaging items. It can be used to support 1824 brand promotion or POS items where appropriate

9 Packaging Our service areas We operate across four main areas: > Identity > Print > Digital > Environment 16 17

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11 GOLD AMBER SIENNA RUBY 20 21

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15 Support Tools 28 29

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THE MACALLAN 1824 SERIES DNA PROFILES GOLD AMBER SIENNA RUBY citrus 4.0 3.6 3.0 4.0 floral 3.4 2.0 2.5 1.8 apple 2.0 3.0 2.4 1.0 vanillaa 2.

17 THE MACALLAN 1824 SERIES DNA PROFILES GOLD AMBER SIENNA RUBY citrus floral apple vanillaa oily malty dried fruits spicy woody peaty colour tint 32 33

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COLOUR SPIRIT & WOOD COLOUR 30 % 40 % THE SIX PILLARS THE PROCESS THE

19 COLOUR The Macallan 1824 > Brand book artdepartment.co.uk 20 % COLOUR 10 % COLOUR AMERICAN OAK EUROPEAN OAK NEW MAKE SPIRIT COLOUR SPIRIT & WOOD COLOUR 30 % 40 % THE SIX PILLARS THE PROCESS THE 1824 SERIES 50 % COLOUR 60 % 70 % COLOUR 80 % COLOUR 90 % COLOUR 100 % COLOUR 36 37

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22 Decanter Concepts 42 43

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24 The Macallan 1824 > Brand book artdepartment.co.uk PROFUNDO EXCLUSIVELY MATURED IN HAND PICKED SHERRY OAK CASKS FROM JEREZ, SPAIN 46 47

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29 100% SHERRY CASKS 100% NATURAL COLOUR 100% THE MACALLAN 56 57

DISCOVER MORE AT THEMACALLAN.COM PLEASE SAVOUR RESPONSIBLY DISCOVER MORE AT THEMACALLAN.

uk 100% SHERRY OAK CASKS 100% NATURAL COLOUR 100% THE MACALLAN INTRODUCING THE MACALLAN 1824 SERIES DISCOVER THE MACALLAN 1824 SERIES AT

COM PLEASE SAVOUR RESPONSIBLY INTRODUCING THE MACALLAN 1824 SERIES 100% SHERRY CASKS 100% NATURAL COLOUR 100% THE MACALLAN 100% SHERRY CASKS

30 DISCOVER MORE AT THEMACALLAN.COM PLEASE SAVOUR RESPONSIBLY DISCOVER MORE AT THEMACALLAN.COM PLEASE SAVOUR RESPONSIBLY The Macallan 1824 > Brand book artdepartment.co.uk 100% SHERRY OAK CASKS 100% NATURAL COLOUR 100% THE MACALLAN INTRODUCING THE MACALLAN 1824 SERIES DISCOVER THE MACALLAN 1824 SERIES AT THEMACALLAN.COM PLEASE SAVOUR RESPONSIBLY INTRODUCING THE MACALLAN 1824 SERIES 100% SHERRY CASKS 100% NATURAL COLOUR 100% THE MACALLAN 100% SHERRY CASKS 100% NATURAL COLOUR 100% THE MACALLAN 100% SHERRY CASKS 100% NATURAL COLOUR 100% THE MACALLAN PLEASE SAVOUR RESPONSIBLY INTRODUCING THE MACALLAN 1824 SERIES 100% SHERRY CASKS 100% NATURAL COLOUR 100% THE MACALLAN DISCOVER THE MACALLAN 1824 SERIES AT THEMACALLAN.COM THEMACALLAN.COM PLEASE SAVOUR RESPONSIBLY 100% SHERRY CASKS 100% NATURAL COLOUR 100% THE MACALLAN THEMACALLAN.COM PLEASE SAVOUR RESPONSIBLY 58 59

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38 Thank You Design specialists in brand-building Art Department 1 Rubislaw Place Aberdeen AB10 1XN T: +44 (0) info@artdepartment.co.uk This book has been developed by the design and production team at the Art Department to showcase the recent brandbuilding project we carried out for you. We hope you share our delight with the end result and that you feel your decision to place your project with the Art Department was well-founded. Brand-building is our core expertise and we were delighted to be awarded the XXXXXXX brand-building project. It was a pleasure working with the XXXXXXX team and we hope this book acts as an effective reminder of all the work delivered for this important business initiative

39 Art Department 1 Rubislaw Place Aberdeen AB10 1XN T: +44 (0) info@artdepartment.co.uk 76

Bunghole of a sherry seasoned oak cask

Bunghole of a sherry seasoned oak cask 5 7 Our meticulous approach to wood demonstrates the central role it plays in our story but more than that, its fundamental influence on every step of the whisky