Frozen food firm McCain has been given a new look by design agency BrandOpus which will run across all its packaging.
The agency was given the "strict instruction" not to tamper with the McCain logo. Instead its brief was to build a "strong personality for the McCain identity".
The new packaging features a rural landscape and sunbeams to build a consumer perception of "naturalness and warmth".
Paul Taylor, creative director at BrandOpus, said: "The challenge was to retain the existing McCain logo whilst introducing warmth and meaning to the brand.
"Creating a rural landscape around the logo provides a context for the previously undefined 'sparkle' that is now transformed into the idea of golden sunshine. The confident approach to the identity is translated into a masterbrand approach across the entire product portfolio."