McCain’s foods changes its packaging portfolio to woo customers

Famous frozen snacks and foods brand McCain Foods changes its packaging portfolio with custom typeface and brand assets.

This latest revamp is done by BrandOpus for McCain. Fresh brand assets have been introduced for each product right from fries to chips, edges, and more.

Products like French Fries, Home Chips, and Smiles are best-selling and popular. So, the foremost concern was to retain its findability and ensure customers recall the product at first glance.

McCain’s portfolio is based on a Demand space model. This framework is used by businesses to understand customers’ purchase behavior and based on the findings how to customize their products and marketing approach to fulfill those demands. It simply means to recognize specific occasions or contexts in which these products are savored.

Ramskill states, “Our design strategy focuses on bringing to life those occasions via imagery on the pack; for example, on French Fries, we’re cueing a QSR treat moment using graphics and photographic representation of the product.”

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The typeface used in McCain’s packaging captures the natural glow and reflects the wide range of product portfolio. The new custom font, McCain Wedgebrush is handmade and gives an authentic feel.

The typeface comes with two other supportive types, Rooney, created by Jan Fromm, and Brother, to highlight the finer details of its products.

As far as illustrations and hand-printed assets are concerned, they have been designed using real potatoes to evoke a sense of authenticity and relate to the brand’s practice of using real ingredients.

Amid all the changes, the company's logo design appears simple and iconic. The design considering key information has been optimized and integrated holistically across all package designs.

The colors palette has been kept unchanged to maintain memory recalls of the products. The product photography appears same across most products.

So, this new and refreshed McCain brand identity is focused on setting the brand stand out from others in the frozen segment. The simplified version is easier to print and use across all sizes and materials.

If you need to design a logo or change your brand identity, you can hire a logo designer or launch a design contest on Designhill for a brand overhaul.

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