LINDA MCCARTNEY FOODS
Honouring a legacy for a new generation of consumers
Founder of the vegetarian and vegan food company that bears her name, Linda McCartney’s unwavering kindness and compassion for animals were values she instilled in the brand, back in 1991.
Our collaboration with the McCartney Family and Hain Celestial to refresh the packaging design, presented an opportunity to improve meaning, standout and elevate taste credentials amongst the ever-increasing competitive set.
The antidote to ultra crafted try hard challengers
Since the original meat-free pioneer launched in 1991, the plant-based category has shifted beyond all visual recognition and has become saturated by larger-than-life personality driven challenger brands. To help this pioneer brand to standout, the new identity-led packaging design has been made more approachable and draws on its founder ‘cool to be kind’ roots.
From Linda with love, for everybody
Linda McCartney believed in the shared pleasure that great tasting, honest, meat-free food, could bring to everyone. At the heart of the packaging refresh is the new brand marque. Inspired by Linda’s unique signature, the marque injects warmth, character, and personality into brand.
The hand drawn brushstroke grounded by a contemporary typeface sits proudly on front and side of pack creating strong brand blocking.
With taste and texture credentials being the biggest barriers to people going meat-free, we created a new photography style for the packaging, to further elevate taste and flavour cues, whilst showing authentic and achievable meal solutions.
The Art Direction uses a bold and single-minded approach with the food always taking centre stage. Linda’s recipes are shown with colourful side accompaniments and styled on neutral-coloured plates or wooden serving boards.
Cameo shots are used on side of pack to help identify products when stacked in the fixture.
We’ve refreshed Linda McCartney’s packaging identity, honouring the brand’s heritage and founder’s legacy to build brand relevance for today’s consumer.
What we did:
Brand Identity, Packaging Refresh, Art Direction, Production & Final Art
