McCain gets major brand makeover

Ahh, McCain, you’ve done it… for the first time in 50 years.

Frozen food brand McCain has had a major makeover, including a new logo, courtesy of strategic design agency BrandOpus, which set up shop in Australia last year. The new look packaging is the biggest change the company’s look has had in over 50 years and has taken over six months to develop.

Paul Taylor, executive creative director at BrandOpus says of the design, “We were challenged by McCain to imbue their brand identity with new meaning. Establishing the sunshine as the new symbol for the brand reflects the warmth and positivity of a natural world that will ensure the consumer reappraises the role of the brand.”

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The new look is hoped to reinvigorate the FMCG brand, McCain’s marketing director for Australia and New Zealand, Mike O’Brien says, “BrandOpus’ portfolio redesign reframes the way people see our brand – to drive reappraisal, improve visibility, and act as an anchor for our renewed focus on leading category growth.”

The new identity evokes a natural landscape and anchors the logo in sunshine, which brings warmth to the McCain brand. The design also sees the removal of the ‘black box’ logo, fundamentally reframing the brand.

Brand Opus says: “The new visual identity, as well as a redefined brand architecture, typographic style, and colour logic helps to segment, signpost and simplify the McCain product range. The result improves shelf standout in crowded frozen fixtures.”

The new brand identity is part of McCain’s strategy to drive brand and category growth within the Australian market. BrandOpus worked closely with the local market to balance recognition of the key products and ensure ease of consumer navigation around the rationalised portfolio, through the new masterbrand identity.

The new look packaging is in stores now.

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