Linda McCartney Foods launches updated branding and packaging this week, designed by Irving, with direction from former Beatles band-member Sir Paul McCartney.
The new packaging features the tagline ‘Food to come home to’, created by Paul McCartney, and photography by the McCartneys’ daughter Mary. The redesign comes just two years after a full revamp by Made Thought.
‘The previous packaging was not communicating the benefits of the product or the guideline daily amounts, and had no communications on the front edge of the pack,’ says Irving creative director and founder Julian Roberts.
Irving has also increased the size of the logo, retaining the heart motif, which was drawn by Linda McCartney.
Linda McCartney Foods’ parent company, the Hain Celestial Group, appointed Irving last August to rebrand the vegetarian food range and create new packaging for the full range, including a new line also launching this week.
The three new ready-meals are Thai green curry, Balti curry and Moroccan tagine.
Irving has also created packaging for Carluccio’s and for Waitrose’s new Mediterranean food range Delicatezze, which launched last May.