TDG creates new identity for McVities range

The new design incorporates a "wheat tick" which is meant to put across the idea of provenance and implied approval of the healthier recipes of the range.

TDG creative director Grant Marshall said: "McVities' new identity establishes a unique, dynamic visual equity for the range and provides a clearly defined graphic for the brand and product."

McVities is owned by United Biscuits.

TDG has been on the United Biscuits roster for strategic packaging design since 2006, but this is the company's first project for McVities.

The design agency has continued to work with the brand on additional projects since this project was completed.

Click here for today's headlines from across the packaging industry