Major redesign for McCain packaging

Frozen food brand McCain has undergone a redesign of its logo and product packaging, the first major change for the company in over 50 years.

The new design sees the previous 'black box' logo replaced with images of sunshine and a natural landscape, and the overhaul took design agency BrandOpus over six months to develop.


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


Mike O’Brien, marketing director at McCain Foods ANZ, added: “BrandOpus’ portfolio re-frames 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 redesign is part of McCain's move to drive brand and category growth in Australia, and the new look packaging is already available in some stores.


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