31 January 2013 - 2:19pm | posted by | 1 comment

McCain unveils first new brand identity in 50 years with BrandOpus

McCain's new logo is its first in 50 yearsMcCain's new logo is its first in 50 years
McCain unveils first new brand identity in 50 years with BrandOpus
McCain unveils first new brand identity in 50 years with BrandOpus

Chip brand McCain has worked with BrandOpus to overhaul its entire portfolio and includes the introduction of a new logo for the brand, the first change in over 50 years.

The identity uses the natural landscape featured in the previous brand design but establishes the sunshine as the major focal point of the logo. The design also sees the removal of the ‘black box’ logo which had been part of the branding since the 1950s.

Part of McCain Foods GB’s strategy to drive brand and category growth, the new brand identity further strengthens the partnership between the McCain and BrandOpus, which commenced with the introduction of a masterbrand strategy in March 2011.

“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,” commented Mark Hodge, McCain head of brand. “The packaging has real stand out and the consumer response in research was very impressive.”

BrandOpus executive creative director Paul Taylor 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 & positivity of a natural world that will ensure the consumer reappraises the role of the brand.”

Comments

1 Feb 2013 - 14:42
RobertHacala

Love it. Very warm and friendly.

0
0

Please sign in or register to comment on this article.

Latest Projects from the Profile Hub

THE CO-OPERATIVE BANK BRAND ADVERTISING CAMPAIGN

30/10/2014
Creating a brand campaign for a high street bank is always...

Rock of Ages on Tour

30/10/2014
CONTRACT START/END DATE September/October 2014 DESCRIPTION...

Reed Learning Personalisation with Sitecore

30/10/2014
Reed Learning, a leading provider of training courses and ...

First-time cruisers? It soon becomes a long-term love-in…

29/10/2014
Since July 2013, Cruise Nation and Rooster PR have been on...

Brand Campaign for 123RF

28/10/2014
The Challenge Help 123RF stand out against big-name image...