old mcvities
before stamp
mcvities logo

The team at McVitie's were frustrated by how close the design of the supermarket own label products were to their own packs.

As a strategic response the core pack was changed from a pack of 'Digestives from McVitie's' to a pack of McVities!

The introduction of branding on the biscuit itself ensured that, even when out of the packet, authenticity and provenance were ensured. 

mcvities digestives
mcvities biscuits

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