Our previous redesign established a masterbrand approach and integrated the McCain brand in a natural world. Part of our brief was to retain the existing ‘black box’ logo, which had previously remained unchanged since the 1950s.
To create step-changing growth for McCain the brief was to redesign the identity itself to truly shift the brand beyond its role as a freezing manufacturer, generate brand reappraisal and enable overall transformation.
Semiotic analysis demonstrated that the existing identity anchored McCain in the chilly world of freezing expertise. This misplaced meaning was restricting the brand’s ability to innovate and grow. We needed to move the brand to a more emotive meaning.
The new identity establishes the brand logo as the sunshine, bringing warmth and more positive meaning. It strengthens the masterbrand and shelf impact by expanding the natural landscape.
The creation of a clear brand architecture allowed navigation between the different ranges and a consistent hierarchy enabled the different products to be clearly understood. Each variant is differentiated but clearly still belongs to the larger McCain family. This unified and stronger identity elevates the role of the brand, encouraging shoppers to choose McCain at a brand rather than product level.
"The new identity successfully communicates a real sense of naturalness, warmth, confidence and feel-good, which is exactly what the McCain brand is about. In addition, the new ranging structure really clarifies and simplifies the portfolio and ultimately provides an exciting platform to drive brand growth in the future."
Head of Brand, McCain