To unify its entire range with the company’s most recent broader brand refresh, McCain Foods has completely redesigned its packaging for the UK and EU markets.
To further improve the brand’s consistency and memorability, McCain collaborated with BrandOpus, a worldwide brand design firm, to implement the new McCain look and feel. The kits include hand-printed brand components, a custom typeface, and the revised McCain identity for everything from Home Chips to Croquettes, Smiles to Crispy French Fries.
This is the most recent step in the collaboration to fortify the McCain brand and launch the new look and feel across all touchpoints, which follows the brand’s worldwide makeover with BrandOpus back in 2013. To make the McCain brand recognizable and connected wherever it appears—whether on a shelf or in advertising campaigns—BrandOpus created the packaging.
The new visual identity and brand universe include a streamlined and reinforced logo that builds upon BrandOpus’ prior McCain branding system, which helped the frozen food manufacturer achieve remarkable long-term growth. Amidst a shifting market environment, the new identity positions the company for future expansion.
Wider details of the new packaging artwork:
Identity – The latest evolution of the Sunshine identity is a simplified, strengthened, more iconic execution of the brand, featuring front and center on all SKUs;
Bespoke typeface & accompanying fonts – The typestyle captures the natural brightness & reflects the diversity of the product portfolio. The bespoke font “McCain Wedgebrush” is handmade and expressive, while two supporting fonts “Rooney” and “Brother”, are used to communicate the finer details of each product;
Hand-printed assets – Hand-printed assets/illustrations have been created using real potatoes to convey the natural and real ingredients used in McCain products.
Find out more at: https://www.mccain.com/