How do you refresh an everyday brand that has been around everyday since 1852?
By unifying their visual approach through consistent packaging.
In re-branding McKenzie’s, our goal was to ensure that the credibility of this iconic Australian brand wasn’t lost. First of all we developed a position statement that captured its longevity, appealed to the consumer and was campaignable across all forms of advertising. With so many variants, in all shapes and sizes, the trick was to make sure that the packaging design was adaptable yet consistent across every range. We think we’ve succeeded.