KP Snacks have revealed a new design for their UK leading ridged crisp brand, McCoy’s – the first major rebrand in years. Set to hit the shelves this summer, the new look and feel aims to target the ‘modern man’, enhance shelf stand-out and increase sales of the iconic snack range
Coley Porter Bell was tasked to create a design that builds upon the brand’s strong heritage and vast popularity to generate a bold, dynamic and lively-looking pack design, with the McCoy’s logo being recrafted into a cleaner, more cutting edge style.
So proud to see our new design for @McCoys on @TheDrum http://t.co/afrQ3acrpb and they look great in-store too pic.twitter.com/x7oxsZHwGX
— Coley Porter Bell (@ColeyPorterBell) June 19, 2015
The typography has switched from serif to sans-serif which aims to bring the brand marque up to date; whilst colours from the old packs have been overhauled and a vibrant, textured ‘spotlight’ now emanates from the branding, enticing the consumer.
Craig Barnes, Design Director at Coley Porter Bell said: “It was essential to us that we captured the style and personality of the modern male with the new designs, but we did not want to take away from the famous authenticity McCoy’s has. The crafting of the new sans-serif letterforms and the gold detailing around them feels robust, of good quality and timeless in execution.”
George Johnston, Marketing Director, KP Snacks added: “This summer we’re transforming McCoy’s with a great new look across the range – which is particularly big news as it’s the brand’s first identity change in years! This new identity for McCoy’s will ensure better stand out on shelf and significantly greater appeal for consumers.”With a retail sales value worth £108m*, McCoy’s is the fourth biggest brand in the crisps category and in revenue growth year-on-year.
*Nielsen MAT data 23.03.15