Festive Flavour for McVitie's Packaging Design

As part of the Christmas redesign, Chilli have maintained McVitie's strong identity and heritage but have given the packaging a definite festive feel with a rich seasonal colouring, a starry fizz on the branding and an eyecatching typeface, achieving a consistent look across the range and providing on-shelf standout.

04/12/2007 McVitie's have met this challenge head on by asking leading brand design consultancy, Chilli, to inject festive flavour into their packaging design, across a full range of cakes.

In a market dominated by own brand labels and seasonal bakery products, such as mince pies and traditional Christmas cakes, McVitie's sought to capitalise on their key strengths whilst tapping into the Christmas bakery market and providing an alternative to the usual seasonal fayre on offer.

As part of the Christmas redesign, Chilli have maintained McVitie's strong identity and heritage but have given the packaging a definite festive feel with a rich seasonal colouring, a starry fizz on the branding and an eyecatching typeface, achieving a consistent look across the range and providing on-shelf standout.

McVitie's favourites that have been treated to a Christmas makeover by Chilli include Jamaica Ginger, with dried fruit and Christmas spice, and Christmas Heat to Treat, with brandy sauce filling, while mint flavoured Christmas Digestive Bars and Christmas Irish Cream Truffle Bars are special seasonal recipes.

“We were excited to have a chance to create a distinctive Christmas look for a brand with such a strong market presence as McVitie's – a real household favourite. We are confident that the new packaging will help McVitie's to achieve the in-store prominence that these products deserve during the festive season”, says David Whittle of Chilli.

The newly designed McVitie's Christmas product range will be available in major supermarkets in the run up to and over the Christmas period.