Background - Mid-Autumn Festival is celebrated across APAC – China, Hong Kong, Taiwan, Singapore, Vietnam. These markets are major contributor to the commercial growth of The Macallan. The festival is held on the 15th day of the 8th month of the Chinese calendar. The Chinese believe that the full Moon is at its brightest and fullest size, coinciding with harvest time in the middle of Autumn. Full Moon and lanterns are the iconic symbols for this festival. Full moon represents “completeness” and reunion of families, while lanterns are the beacons that light people’s path to prosperity and good fortune.

Objectives - Drive brand relevance with The Macallan’s private Ultra-High Net-worth clients through an exclusive product experience.

Brief - An engagement kit receiving ritual that communication the “Incomparable Craftsmanship & Creativity” of The Macallan. Create an unboxing ritual that befits social media content creation.

Project Scale - 1000 kits.

To celebrate the spirit of sharing and connection during the Mid-Autumn Festival, we sent our key customers and influencers a limited edition box containing a bottle of The Macallan. The packaging was designed around the concept of “Shared Light” - the idea that no matter where we are, we share the same moonlight. The box inspired by Chinese lanterns, could light up with each side revealing a different moonlit part around the world. Rotating the mechanism on top of the box allowed the moon to change its phase, guiding you to the different locations around the design. Through this story of shared light we were able to connect two impossibly different worlds - Scotland, where The Macallan was born and Asia where it is being enjoyed this Mid-Autumn festival.

“Shared Light” is a concept that endeavors to connect two impossible worlds: the heritage of The Macallan from Scotland, and the tradition of the Mid-Autumn festival in Asia. To tell this story we used “Shared Light” to inform every part of our design. From the Chinese lanterns that inspired our box construction, to the moon emblazoned on its various elements, to the use of gold and reflective surfaces across the design, shared light is ever present.

Each face of the lantern was meticulously illustrated and cut to reveal a different part of the world bound by a single moon. A rotating the mechanism on top of the box allowed the moon to change its phase, guiding the user to the different locations around the design.

Mid-Autumn Festival is celebrated across APAC – China, Hong Kong, Taiwan, Singapore, Vietnam.

These markets are major contributor to the commercial growth of The Macallan where high net-worth buyers serve as our most important audience

1000 limited-edition designs were successfully produced and shared directly to VIP ultra-high net-worth clients in the region.