New pack designs by Braincells for Mrs Mac’s show everyone what they’re made of

“If it’s not a Mrs Mac’s, take it back!” is arguably one of the most memorable positioning lines for a WA brand. Braincells has helped Mrs Mac’s re-invest in the quality credentials underpinning their famous tagline by evolving their brand strategy, identity and completely redesigning their packaging.

Following an in-depth brand workshop, Braincells crystallised Mrs Mac’s commitment to quality in a company pledge. The pledge is used as more than just a company touchstone; it has guided the creation of all new work and appears on every pack.

“The pledge reflects that Mrs Mac’s is a family-owned company. The promise is personal – we committed to making nourishing food the traditional way,” said Mrs Mac’s Head of Marketing and Communications, Tasha Sheldrick.

Braincells Creative Director, Jeff Champtaloup, explained the thinking behind the new pack designs.

“The aim is to create serious food appeal by highlighting the quality of the ingredients that go into Mrs Mac’s pies and sausage rolls. This gives real meaning to ‘if it’s not a Mrs Mac’s, take it back’.”

As part of the redesign, Mrs Mac herself received a fresh new look – the apron is now on and she’s in charge. The ribbon device that used to surround her is now seal of quality. A company founding date has been added to the logo to remind everyone Mrs Mac’s has been making pies for generations. There’s an appetising new brand colour, a red richer than tomato sauce. And the script font has been replaced by a modern take on tradition.

The logo sits proudly in the centre of the new packs, surrounded by key ingredients or appetising food shots set against a coloured wood background. Each Mrs Mac’s range has its own wood colour, to clearly differentiate the different Mrs Mac’s lines.

Mrs Mac’s Chief Executive Officer, Paul Slaughter, said, “Mrs Mac’s has always stood for good, honest, hearty food. Our new logo and pack designs put our deliciousness on display. We’re proud to show people what Mrs Mac’s pies and sausage rolls are made of.”

Project Team

Strategic Direction: Jeff Champtaloup

Client Management: Andrea Bennett and Rosie Burke

Design: Steve Boros, Alby Furfaro and Jon Shaw

Finished Art: Deirdre Walker

Copywriting: Rebecca Wong