“Coley Porter Bell has developed a new design for McCoy’s, KP’s leading ridged-crisp brand. It is the first major redesign of the brand in years and is currently rolling out across UK stores. The new look and feel aims to target the boldness and confidence of the ‘modern man’, enhance shelf stand-out and appetite appeal of the iconic, 30 year old 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 a full re-crafting of the McCoy’s branding into a cleaner, more cutting-edge style. The typography has switched from serif to sans-serif which aims to bring the brand marque up to date. Flat, dark colours of the old packs have been overhauled and a vibrant, textured ‘spotlight’ now emanates from the branding. The eye is drawn to a new product shot to drive appetite appeal.”

“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 whom we know is less outwardly ‘macho’ than he was twenty years ago. He is confident in more meaningful ways and is proud to be himself, whatever guise that may fall under. With the new designs we wanted to retain the famous authenticity McCoy’s has in its brand marque but also build on it to create something which looks new, well-turned out and with real presence. The crafting of the new sans-serif letterforms is robust, of good quality and timeless in execution whilst the increased legibility gives great standout.””

“George Johnston, Marketing Director at KP Snacks added: “This summer we transformed 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.”