It became clear that a packaging redesign, or more broadly a brand system, was needed to better reflect MRC and elevate the food experience. Previously, packaging lacked differentiation between tiers and failed to communicate the quality and variety of offerings, resulting in a flat, inconsistent customer experience.

Leaning into MRC’s playful, conversational tone of voice, the system used bold typography and colour as the hero, creating clear hierarchy and instant recognition across tiers. This was paired with environmentally friendly recycled card, bringing a more considered, tactile quality that aligned with the brand and elevated the overall experience.