Before & After: McCoy's Man Chips
by Diane Lindquist on 09/23/2013 | 2 Minute Read
McCoy's potato chips are marketed as "man chips", but they've never looked or felt particularly manly. BTL Brands set out to change that with a branding update and packaging redesign. The challenge was differentiating McCoy's from all the other brands, and doing so in a uniquely manly way.
"The big idea wasn't in the graphics, but in the structure of the packaging. We decided that the bag should open on its longest side, contrary to conventional chips bags. This means the bag remains exactly the same size as before, but the opening is extended by a whole two inches, making it the ideal pack for big-handed men."
"Next we stripped away the clutter, simplified the branding, replaced the usual reflective foilized plastic with matt foilized kraft paper and printed in black ink only. Extravagant flavors like 'Flame Grilled Steak' and 'Thai Sweet Chicken' were renamed simply to 'Beef' and 'Thai.' As a final touch the top and bottom were cut in a ridged line, to reflect the ridge cut of the chips inside. The end result is simple and manly: The Real McCoy's."
Designed by BTL Brands, London, UK & Barcelona, Spain
Acme Smoked Fish Corp.
Olberding Brand Family