“Say cheese everyone,” says the photographer before taking that memorable group photo. Well, with the new Kraft Mac & Cheese, you won’t have to force a smile on your face: one look at the packaging, and you are all set.
Kraft, for 84 years, has offered its delicious cheesy noodle, Macaroni & Cheese to families across the country. Not only Americans but Canadians, Australians, and the Brits have also loved the product. The brand that built a large fan following over the last eight decades; decided it was finally time for a brand refresh.
Kraft approached the global design and packaging experts JKR to refresh the packaging and the logo. The first noticeable change is the name. Moving from “Macaroni & Cheese,” your favorite pack of cheesy noodles is now called “Mac & Cheese.” The new box also features a new logo. The new noodle smile with a drop of cheese dripping from the corner is placed under the wordmark. The new packaging looks attractive and appealing.
Victoria Lee, Kraft Mac & Cheese brand manager, mentioned the following via press release:
“For packaging design, we wanted to communicate brand benefits in a fun way by maximizing the impact of color, photography and typography in a simple yet powerful design layout. By displaying the “Old Fashioned Brewing Method” product value, we want the packaging design to become a strong brand identity and have a competitive value in the market.”