McVitie’s revamps brand for first time in 30 years

A collaboration between Design Bridge and Elmwood has led to the most radical redesign of the UK’s leading biscuit brand, McVitie’s, in 30 years.

McVitie’s is introducing an abbreviated logo, McV, to its best-selling biscuit ranges including Chocolate Digestives, Digestives, Rich Teas, HobNobs, Caramels and the Mini bags range from 20 May.

In addition, the existing McVitie’s lozenge logo is being revamped across remaining sub-brands. The trademark wheatsheaf has been removed and the font has been modernised.

Design Bridge has created the McV logo, based on brand repositioning research undertaken by Elmwood at its London studio.

‘Consumers accept an abbreviation to McV without question,’ says Design Bridge design director Lee Cook. ‘[McV] allows the brand to be more relevant and contemporary without losing any of its credentials,’ she comments.

The brand has not changed significantly since the 1970s, Cook says. ‘It needed something striking to jolt consumers out of autopilot.’

The McV brand is designed to make the core ranges ‘funkier’ and ‘similar to Calvin Klein’s CK sub-brand’, according to a McVitie’s spokeswoman.

Elmwood was briefed to create a long-term vision for the McVitie’s core brand and sub-brands. It created a repositioning strategy on which Design Bridge based its design work, says Elmwood managing director Jane Barrett.

The strategy has resulted in initiatives such as new product launches, Barrett adds.

Elmwood was appointed after a credentials pitch against unnamed rivals. It was referred on to the pitch list internally following development work on McVities’ Go Ahead brand.

Design Bridge was appointed after a credentials pitch against unnamed rivals.

Meanwhile, McVitie’s is introducing a snacking brand, McVitie’s Munchbites, with packaging designed by Design Bridge. Munchbites are bite-sized biscuits covered in milk chocolate. The brand is being targeted at 17- to 34-year-olds.

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