Creating an outstanding end-to-end ecommerce experience to reflect the luxury Macallan brand.

The client

Located in the beautiful region of Moray, Scotland, The Macallan, crafted by Edrington, is a renowned malt whisky distillery that has gained recognition for its exceptional collection of premium whiskies. With a strong commitment to craftsmanship, tradition, and innovation, The Macallan has established itself as a leader in the whisky industry, catering to discerning connoisseurs and collectors worldwide.

The challenge

To conceive and design improvements that would enhance the purchase experience, making it clearer, more intuitive, and more compelling for customers.

The solution

We developed a solution that seamlessly integrated the product catalogue on the brand website with the stand-alone shop, resulting in a rich and immersive e-commerce experience that perfectly aligned with the luxurious nature of The Macallan brand.


Food and drink

Retail and e-commerce

Discovery and ideation

During the discovery phase, we collaborated closely with Edrington's brand, product, and development teams. Together, we defined the context and scope for each improvement and identified quick wins for immediate design and implementation. We then focused on more complex design improvements, employing user journey mapping, wireframes, design concepts, prototyping, and testing.

Solution design

The core design challenge was to bring in line with other luxury brand e-commerce experiences. We aimed to strike a balance between the product and brand storytelling necessary to captivate prestigious customers, while incorporating best practices in e-commerce for optimal outcomes.


During the design phase, we prioritised a mobile-first approach, carefully documenting user flows, interactions, and high-fidelity designs. We also created a component library to ensure consistency and efficiency during development. These practices allowed us to seamlessly transition from design to development, resulting in a cohesive and visually appealing end product.


The project delivered a luxury brand website that seamlessly integrated e-commerce functionality, while retaining the essential elements of product and brand storytelling that are integral to The Macallan customer experience.

We are honoured to be a key design partner for Edrington, supporting their exceptional team in the ongoing transformation of their digital channels, and ensuring the delivery of exceptional customer experiences.

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