Callum Designs
CALLUM 003 Limited Edition Whisky Bottle Presentation Box
Overview
The award-winning Annandale Distillery is one of the oldest working distilleries in Scotland and has built a reputation for exceptional single malt Scotch whiskies. Its collaboration with the renowned designer Ian Callum began with the launch of CALLUM 529 – a limited edition,
unpeated single malt that sold out quickly following its release.
Ian Stuart Callum is one of Britain’s most influential automotive designers. Over a distinguished career, he has worked with Ford, TWR and Aston Martin, and served as Director of Design at Jaguar Cars and later Jaguar Land Rover until 2018. In 2019, he founded his own automotive and product design company, CALLUM.
Following the success of the first release, the partnership continued with CALLUM 003, a single cask, single malt, peated Scotch whisky bottled at cask strength. The whisky represents the second release in a planned series of six collectable whiskies that celebrate craftsmanship, design excellence and innovation shared between the distillery and the CALLUM design studio.
The Brief
Brand Boxes were commissioned to produce a highly innovative whisky bottle presentation box using artwork supplied by the CALLUM design team. The aim was to translate the bold visual identity of the bottle and brand into a high-quality two-part presentation box that would complement the sculptural ceramic bottle within.
The packaging needed to combine refined construction with carefully selected paper textures and lithographic print techniques, ensuring the finished box matched the premium nature of this limited edition whisky.
KEY INSPIRATION
The design of the CALLUM 003 bottle and presentation box is deeply rooted in the world of performance engineering and modern product design. Created by Ian Callum CBE, the packaging moves away from traditional whisky presentation formats to create a distinctive sensory experience.
At the centre of the design is the bespoke ceramic bottle finished in an immaculate “Pearl White” glaze. Unlike conventional glass bottles, the ceramic surface offers a tactile and sculptural quality, with sweeping handcrafted ridges and precise geometric lines inspired by aerodynamic performance car design. One side of the bottle features broad organic ripples suggesting movement and flow, while the opposing side is smooth and structured, emphasising contrast and balance.
The colour palette plays a central role in the identity of this second release. The bright ‘Sunrise Yellow’ presentation box contrasts dramatically with the pearl white ceramic bottle and is accented with CALLUM’s distinctive ‘Vitamin C’ orange tone. The bottle seal incorporates a modern “deconstructed” orange tartan, offering a contemporary interpretation of Scottish heritage.
Together, these design elements create what the CALLUM team describe as a sensory masterclass, where the visual, tactile and even acoustic elements – including the satisfying pop of the cork – combine to enhance the overall experience of the whisky.
Each release in the six-bottle series will feature its own distinctive colour scheme, with the presentation boxes designed to stand out individually while forming a cohesive collectable set when displayed together.
CHALLENGES
One of the initial challenges was identifying a cost-effective manufacturing solution from within the UK. Ultimately, established production partnerships in the Far East proved to be the most viable option.
The process required the production of a full-colour prototype for review by a large design committee. Following feedback, several design and copy refinements were made before a second pre-production prototype was created and approved prior to final manufacture.
Logistical challenges also emerged during the delivery phase. The completed production run needed to be air-freighted back to the UK during a period of global disruption and rising freight costs associated with the escalation of the Israel–Hamas conflict in 2023–2024.
Lessons Learnt
The project highlighted the importance of clear guidelines and structured communication when working with a ‘design by committee’ environment. Establishing defined approval stages and decision processes helps streamline complex projects involving multiple stakeholders.
It also reinforced the need for a deeper understanding of overseas production workflows, including cultural holidays, communication timelines, and the benefits of working with bilingual in-country production teams. Careful budgeting is also essential when international logistics and air freight schedules can fluctuate significantly.
THE BOX
The final presentation box is a striking paper-over-board structure finished in a textured ‘Sunrise Yellow’ wrap with bold ‘Vitamin C’ orange accent detailing. The two-part construction features an angled lid and base, which splits the CALLUM ‘C’ – giving the box a distinctive architectural profile that complements the sculptural ceramic bottle.
The lithographically printed wrap delivers vibrant colour reproduction while maintaining a tactile premium finish appropriate for a collectable limited-edition whisky.
THE OUTCOME
A total of 250 CALLUM 003 presentation boxes were produced and delivered to Annandale Distillery in Annan, Scotland.
“CALLUM bottle #2 (CALLUM 003) is now on the market and has been really well received. Rest assured, we’ll be in touch when timing for the next bottle becomes clear to discuss colour and finish options.”
Lindsay Duncan, Programme Manager at CALLUM
