McCain Foods has unveiled a redesign of its entire packaging portfolio for the GB and EU markets, featuring a new custom typeface and brand assets. This refresh follows a collaboration on the global identity of McCain, aiming to enhance the iconic status of the brand and achieve a more uniform visual identity worldwide. The redesign extends to all product categories, encompassing a wide range from croquettes to fries.
Key products such as Home Chips, French Fries, and Smiles have been updated, with a focus on maintaining brand recognition and ensuring products are easily found by consumers. McCain employs a Demand space model to organize its portfolio, which aids in understanding consumer decision-making processes and tailoring products and marketing accordingly. The design strategy incorporates imagery on the packaging that reflects specific consumption occasions, like the imagery on French Fries packaging that suggests a quick-service restaurant treat.
The new typeface, McCain Wedgebrush, aims to embody a handmade, authentic, yet modern feel. This typeface, along with Rooney and Brother, is intended to convey the detailed attributes of each product. The packaging also features hand-printed assets and illustrations created with real potatoes, highlighting the natural ingredients of McCain products. Furthermore, the McCain logo has been simplified for a more iconic look, and the design system includes an optimized 'flag' device for consistent communication of key information on the packaging.
While the color palette and product photography remain unchanged to preserve brand recognition, the refreshed packaging design is noted for its simplified and more iconic identity, which enhances visibility in the frozen food section. The redesign aims to facilitate easier printing and replication across various sizes and materials, contributing to a globally unified brand appearance. The new packaging design will be adopted in multiple markets, including GB, Central Europe, and soon in India and Australia.
Source: Creative Boom