McCain Foods has successfully redesigned its entire portfolio to align with a comprehensive brand refresh focused on food and beverage packaging.
In this initiative, McCain collaborated with BrandOpus, a global brand design agency renowned for its expertise, to implement a new look and feel that enhances brand consistency and memorability.
From Home Chips to Croquettes, Smiles to Crispy French Fries, the packaging now prominently displays the refreshed McCain identity, which includes a bespoke typeface and hand-printed brand assets. Following the global redesign in 2013, this marks the latest development in the partnership aimed at reinforcing the McCain brand and establishing its new visual identity across all customer touchpoints. BrandOpus has meticulously designed the packaging to ensure that the McCain brand remains connected and memorable, whether on the shelf or within advertising campaigns.
The updated visual identity features a streamlined and impactful logo that builds on BrandOpus’ previous identity framework, which facilitated McCain’s significant long-term growth in the food and beverage packaging sector. This new identity positions the company for continued expansion in a dynamic market landscape.
Here are some key aspects of the updated packaging artwork:
- Identity: The latest evolution of the sunshine identity is a simplified, yet powerful representation of the brand, prominently featured on all Stock Keeping Units (SKUs).
- Bespoke Typeface & accompanying Fonts: The type style reflects the natural brightness and diversity of the product range. The custom font “McCain Wedgebrush,” which is handmade and expressive, complements two supporting fonts—“Rooney” and “Brother”—for detailing each product effectively.
- Hand-Printed Assets: Unique hand-printed assets and illustrations are crafted using real potatoes to emphasize the natural and authentic ingredients found in McCain products.
