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.”

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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