The new designs build on previous branding work the consultancy has carried out for McCain.
In 2011, BrandOpus developed ‘rural’-themed branding and packaging for McCain and also restructured its portfolio, however, at that stage it was instructed not to alter the McCain logo.
The new designs, which are currently being rolled out in-store, features a new McCain logo, which BrandOpus says is the first change in more than 50 years.
The previous ‘black-box’ logo has been replaced with a new mark that ‘establishes the logo as the sunshine’, according to BrandOpus.
Paul Taylor, executive creative director at BrandOpus, says, ‘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.’