Coley Porter Bell

KP Snacks gives McCoy’s crisps summer makeover


By Natalie Mortimer, N/A

June 18, 2015 | 2 min read

KP Snacks has revealed a new design for McCoy’s, the first major rebrand of the crisp brand in several years.

Set to hit shelves this summer, the new look and feel aims to target the ‘modern man’, enhance shelf stand-out and increase sales of the snack range.

Coley Porter Bell was tasked with creating the new design, which builds on McCoy's heritage and popularity, to generate a bold and lively-looking pack design, that has seen the McCoy's logo recrafted into a cleaner style.

The typography has switched from serif to sans-serif in a bid to bring the brand marque up to date, colours from the old packs have been overhauled and a more vibrant, textured 'spotlight' now sits in the centre of the branding.

Craig Barnes, design director at Coley Porter Bell commented on the work: “It was essential to us that we captured the style and personality of the modern male with the new designs, but we did not want to take away from the famous authenticity McCoy’s has. The crafting of the new sans-serif letterforms and the gold detailing around them feels robust, of good quality and timeless in execution.”

McCoy's has a retail sales value worth £108m according to Nielsen, and is the fourth biggest brand in the crisp category with revenue growth year on year.

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