Penguin gets Emperor’s clothes

Jones Knowles Ritchie has created new packaging for McVitie’s Penguin brand, which went on-shelf earlier this week.

The project forms part of an extensive design-led marketing drive for the McVitie’s brand and its products across the board. This is being backed by substantial advertising campaigns.

McVitie’s had launched a “refreshed” logo and revamped its Digestive and Homewheat Chocolate Digestive biscuit ranges earlier this year, with all design work by JKR (DW 13 February).

The consultancy also worked on strategy and positioning for the evolved Penguin and McVitie’s brands.

“The [new Penguin packaging] imagery re-energises the familiar Penguin figure, developing it into an Emperor penguin and establishing an icon for the brand… It reflects the stance and movement of a real life Emperor penguin,” says a spokeswoman for McVitie’s.

“Design is increasingly important to brands as the immediate communicator of brand positioning and values,” according to McVitie’s joint marketing director Mark Horgan.

JKR is also believed to have been designated lead consultancy on a new design roster for Mc-Vitie’s, due to be announced shortly (DW 10 April).