McCain Foods has unveiled a comprehensive redesign of its packaging across Great Britain and European markets, aiming to establish a cohesive global brand identity. This initiative encompasses all product categories, from croquettes to fries, and introduces a bespoke typeface alongside distinctive brand assets.

Central to this redesign is the custom typeface, McCain Wedgebrush, which imparts a handcrafted, authentic, yet contemporary aesthetic. Complemented by the fonts Rooney and Brother, this typographic ensemble effectively communicates each product's unique attributes. Additionally, the packaging showcases hand-printed illustrations crafted using real potatoes, underscoring the natural ingredients integral to McCain's offerings.

The McCain logo has undergone a simplification to achieve a more iconic and recognizable appearance. This streamlined design enhances brand visibility within the frozen food aisle, facilitating quicker consumer recognition and selection. The packaging also incorporates an optimized 'flag' device, ensuring consistent presentation of key information across all products.

While the color palette and product photography have been retained to maintain existing brand recognition, the refreshed design emphasizes clarity and uniformity. This strategic approach not only reinforces McCain's brand identity but also aligns with the company's commitment to sustainability. Notably, McCain has made significant strides toward its goal of 100% recyclable, reusable, or compostable packaging by 2025, with 98% of paper packaging and 89% of plastic packaging currently designed for recyclability.

By harmonizing its packaging design globally, McCain Foods aims to strengthen its market presence and foster a unified brand experience for consumers worldwide.