Morrison Scotch Whisky Distillers
Artwork & Production
Brand assets: Thirst
Mac-Talla is a range of whiskies produced by Morrison Scotch Whisky Distillers. With three core expressions in the range, Stckmn was appointed to create the on-trade and off-trade assets including hero visuals. The goal was to introduce the new product range, communicating the brand message to take you on 'A taste journey across the island of Islay.'
The concept for the hero imagery was to transport the consumer to the environments found on the island as if being a visitor for the day. From the wild grass and rolling hills of the morning peat dig (Terra), to an afternoon on the wild untamed shores (Mara) and finally seeing out the last of the daylight on the weather-beaten rocks (Strata). Each scene a digital diorama depicting the elements that help shape each whiskies flavour.
Taking inspiration from the etched illustrations on each label, a photo-realistic version of each environment was created putting the bottle at the heart of ‘Islay'. With so many elements to each shot and no control over location or weather, the route of traditional photography to capture the image would not have been possible.
Applying the technique of composite photography, stock imagery and bottle renders provided by MSWD were digitally combined to create each unique scene, allowing control over every aspect that would make up the image. Tonal values and colour grading helped convey the time of day and mirrored the colour of each bottle label within the scene. Over 200 individual layers were combined digitally to create the three unique landscapes.
Using various brand assets from the Mac-Talla toolkit and the newly created hero visuals, printed promotional items were designed including, banners, fold-out leaflets, strut cards, and digital presenters that would form the core assets for their global brand plans and distributor roll-out.
Maree Chisholm | Brand Manager