FDBusiness.com

BrandOpus has overhauled the branding for McCain and has created a new logo – its first change for over 50 years

According to the design agency, the new identity “encapsulates the natural landscape from the previous brand design and establishes the logo as the sunshine, bringing warmth to the McCain brand”. The new look removes the ‘black box’ logo.

Mark Hodge, McCain head of brand, said: “The new visual identity by BrandOpus will help to segment, sign-post and simplify the McCain potato products range, and reflects our move towards a portfolio encompassing more potato meal solutions, such as McCain Ready Baked Jackets, which were launched with huge success last year. The packaging has real stand out and the consumer response in research was very impressive’’.

Paul Taylor, executive creative director at BrandOpus, added: “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.”