In a market it says is “dominated by own brand labels and seasonal bakery products”, McVitie’s sought to “provide an alternative to the usual seasonal fare on offer”. Chilli feels its packaging re-design has maintained McVitie’s strong identity and heritage, but given the cakes “a definite festive feel, with a rich seasonal colouring, a starry fizz on the branding and any eye-catching, uniform typeface.”
Contact details
Chilli Design
T: +(0)113 229 3300
The re-designed McVitie’s cake range went on sale in major supermarkets in the run up to, and over, Christmas