McCain re-brand brings warmth to frozen food category

In its first major branding overhaul in more than half a century, frozen food brand McCain is now sporting a new logo and “look” on its packaging.

The makeover project, carried out by the Melbourne studio of design agency BrandOpus, took six months from initial brief to retail roll-out.

The new identity is designed to evoke a natural landscape and anchors the logo in sunshine, which brings warmth to the McCain brand, as well as the removal of the brand's previous ‘black box’ logo

The new visual identity, as well as a redefined brand architecture, typographic style, and colour logic helps to segment, signpost and simplify the McCain product range in order to improve shelf stand out in crowded frozen fixtures.

“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 and positivity of a natural world that will ensure the consumer re-appraises the role of the brand,” BrandOpus' executive creative director for the project, Paul Taylor, said.

He said the agency had closely studied and conducted surveys in the local market to investigate how to balance recognition of the key products in the McCain range while ensuring ease of consumer navigation around the rationalised portfolio through the creation of the new masterbrand identity.

McCain Foods ANZ managing director Mike O’Brien said the new identity would underpin the company's future focus on building category growth.