THE MACLEAN FOUNDATION
WHISKY WITH WATER, EVEN IF YOU PREFER YOURS STRAIGHT
What if every time you had a dram of whisky, someone got a lifetime of pure, clean
drinking water?
This was the question Charlie Maclean and his sons Lachlan, Jamie and Ewan had asked.
And it was one we were happy to find the answer to.
WHISKY FOR GOOD
The Maclean brothers are a phenomenon. They're the youngest and fastest trio to row the Atlantic (beating the previous record by almost 6 days). They also just happen to be the sons of whisky legend, Charlie Maclean.
Their 2020 record-breaking 3,000-mile journey raised money to supply drinking water in eastern Madagascar. This spark inspired the launch of The Maclean Foundation in 2022.
Leaning into the family's longstanding Scotch whisky connections, the foundation celebrates the generosity of the industry. And together, the plan is to turn whisky into water for thousands of people in communities that need it most.
But first, they needed a brand identity for the foundation and bottle, label, and packaging design for their first release, Ardnamurchan 6-year-old single malt. They also needed brand guidelines and production support - and we did it all pro-bono.
PART OF THE FAMILY
In September 2022, an old Diageo client and one of the foundation's trustees, Nick Morgan, got in touch. Having worked with Charlie Maclean over 20 years, we already felt like part of the family, so we jumped at Nick's request to support the cause.
Their values (Compassion, Adventure and Hope) struck a cord. And one sentence in their brand purpose really got us fired up - 'We believe in doing the things you love in service of others.'
A STORY WORTH TELLING
The Maclean Foundation had an amazing story to tell.
We needed a vehicle to use that story, to attract
partners and donors, and generate funds.
Contagious devised a unique labelling idea that gives Charlie
the space to wax lyrical about the whisky and the cause.
Once unfolded, the story can be slowly imbibed along with
the dram - sip by sip, word by beautifully crafted word.
SPIRIT OF ADVENTURE
The Maclean Foundation combines the brothers' spirit of adventure with Charlie's vast experience. We took this spirit and challenged the traditional whisky packaging norms, creating a talking point - a collectable unlike anything else out there.
Sustainable materials were used throughout. Local craftspeople and suppliers were commissioned. Iain McIntosh, one of Scotland's most highly praised illustrators created artwork for the first release, Ardnamuchan 2017.
Clean water is the most basic human need, yet 1 in 10 don't have access to it. The Maclean Foundation is doing something to change that. This is a very personal project for everyone involved, with a gallon of love poured into every 70cl bottle.
Fittingly, The Maclean Foundation was launched on 27th March 2024 - World Water Day. The launch event raised £25,939 which will fund over four boreholes in Madagascar, bringing clean drinking water to approximately 860 very happy locals.
