McKenzie’s Foods

How do you refresh an everyday brand that has been around everyday since 1852? By unifying their visual approach through consistent packaging.

What we did

  • Art Direction
  • Brand Guidelines
  • Brand Story
  • Branding Identity
  • Campaign Language
  • Digital Marketing
  • Packaging
  • Photography
  • Print Design
  • Publication Design
  • Social Media
  • Strapline
  • Videography

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 ‘for every day since 1852’ that captured its longevity, appealed to the consumer and was campaignable across all forms of advertising.

After working with McKenzie’s for the past 15 years we have developed countless campaigns to promote their creative products. To inspire their customers on new and innovative ways to cook and bake.

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.

We’ve also developed a range of seasonal cookbooks and promotional campaigns that feature a collection of reinvented classics and delicious new creations that celebrate and hero McKenzie’s products.

In 2022, McKenzie’s celebrated 170 years in Australian kitchens and being a trusted staple for over six generations. We had the absolute pleasure of design a dedicated recipe book to celebrate this Australian icon and their esteemed history. In the first week, the book hit No. 1 in Amazon’s top books.