Branding agency BrandOpus’ Melbourne office has rolled out its first major project – the redesign of McCain’s product packaging.
BrandOpus, which opened up shop in Melbourne last year, has designed a new logo for the chip brand. It is the first change to the logo for more than 50 years.
The new design sees the back of the black box logo and features images of sunshine and a natural landscape. It is part of McCain’s strategy to drive brand and category growth in Australia.
Paul Taylor, executive creative director at BrandOpus, said: “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 reappraises the role of the brand.”
Mike O’Brien, marketing director at McCain Foods ANZ, added: “BrandOpus’ portfolio reframes the way people see our brand –to drive reappraisal, improve visibility and act as an anchor for our renewed focus on leading category growth.”