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McVities Packaging

BRAND STRATEGY + BRAND IDENTITY + PACKAGING + ACTIVATION

A crunchy packaging design for international biscuits

United Biscuits’ strong packaging design system approach for McVities is a blend of strategy, graphic design, and colors. A distinct and strong visual differentiator gives the McVities products prominence while consistency in brand language across the entire range of biscuits maintains the core branding identity.

Together with this balance of various factors successfully made the brand personality stand out in a hugely cluttered and fiercely competitive market.

A Challenge Thats More Than Bite Size

The world’s third-largest biscuit company, United Biscuits entered the
Rs.6,000 crore organized sector biscuit market with a need for packaging that would reflect its heritage, its international stature, and the wholesome pleasure of eating.

A major challenge during this process was the graphic design aspects - to make the product stand out. In the McVities, packaging design, color plays a very important role in helping the consumers identifying with flavors and set a standardized across brands for certain flavors – orange for orange flavor and deep browns for a chocolate flavor.

Delicious Colour Combos

The discreet use of color combinations and bold graphics illustrated a packaging design system that avoided visual clutter and was easy to discern in a crowded marketplace.

For the children’s biscuits, Chocolate Creams were highlighted with the usage of chocolate brown and white. The highly legible “Creams” was aimed to make it easy for children to read. To make the biscuit stand out, the word ‘Creams’ was written in a brown type and placed in a cloudy puff of white with yellow highlights to give the children’s biscuits a playful effect.

Wrapping It Up

The end products are bold and lively. They bring out the superior food experience while maintaining an illustrious connection to Mcvities’ long heritage. From the popular ‘Digestive’ for the health-conscious to the lickable ‘Creams’ for a younger audience, a successful and seamless packaging design system was introduced across all United Biscuits brands entering the Indian market.

Team

Ajay Sharma
Lucy Joy
George John
Simran Singh
Shivi Pal
Joanna Mendes
Anthony Lopez

Support

Raj Kishore Gupta
Lalit Giri
Chetan Swarup
Zeena Lopez

 

© 2023 Lopez Design Pvt. Ltd. All rights reserved

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