Irving rebrands Linda McCartney Foods with Sir Paul

Linda McCartney Foods launches new branding and packaging this week, designed by Irving, with direction from former Beatles band-member Sir Paul McCartney.

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.

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  • Tristan Peters November 30, -0001 at 12:00 am

    Personally, I much prefer the MadeThought designs. They were a massive step forward from the tired and lacking designs of the past. This redesign seems like a step backward to a mid-point between the two.

    Surely there were ways to add in the RDA info and other messages into the pre-existing designs?

  • Debbie November 30, -0001 at 12:00 am

    Companies always redesign their packaging every few years. They find ways of making stand out on the shelves. Consumers become used to the current design and may begin to overlook the product. Therefore Marketing changes the packaging. It’s good business

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