Case Study: McKenzie’s Foods refreshes its iconic brand with Watts Design

McKenzie’s Foods celebrates 170 years and reaches No. 1 on Amazon with Watts Design

Watts Design partnered with McKenzie’s Foods to refresh the iconic Australian brand's identity without losing its credibility built since 1852. The challenge was to unify the brand's visual approach across all its diverse product packaging and marketing materials.

The solution involved developing a core position statement, "for every day since 1852," and creating adaptable yet consistent packaging design, brand guidelines, and campaign assets. Watts Design also produced seasonal cookbooks and promotional campaigns. A key result was a dedicated 170th-anniversary recipe book that became a No. 1 bestseller on Amazon in its first week.

McKenzie’s Foods