Brandhouse was appointed directly in March and this is its first project for McVitie’s. The Jamaica Ginger cake brand has not changed in ten years.
Crispin Reed, managing director of Brandhouse, says, ‘We needed to see what would connect with consumers emotionally. There’s a huge amount of heritage in this brand and its also very nostalgic.’
Following customer research, the typography has been redrawn, a cream colour added to the edge of the palette and a new Jamaican scene created which Reed says is ‘a subtle hint to roots in Jamaica.’
He says, ‘It was important to avoid any stereotypes, be too overt or too pastiche.’
Reed believes that ‘loved brands can sometimes be forgotten’ and as such also hopes the redesign will bring a new audience.
Brandhouse says it has found through customer research that ‘There is much more demand for products that are traditional, wholesome and make people feel safe and nostalgic.’
The new packaging rolls out this month.