Saying Yes To Feeling Good
Kraft Macaroni & Cheese brand has unveiled a new look. The 84-year-old staple has substituted its logo, colors and even its name for updated versions designed to better reflect the brand’s identity as a classic comfort food. The name change, from Kraft Macaroni & Cheese to the abbreviated Kraft Mac & Cheese, is intended to lend a more casual air and is complemented by a new noodle smile, updated imagery and custom typography inspired by the shape of Kraft macaroni noodles. Gradated tones of blue have been jettisoned for a single cobalt hue. Victoria Lee notes that the noodle smile is the centerpiece of the update and “can distinctively live wherever our brand inspires the positive power of comfort.” The rebrand was developed and executed in partnership with creative agency Jones Knowles Ritchie (JKR).
Adds Lee: “During a period of time marked by economic unrest and the losses of the pandemic, the brand recognizes the role that comfort plays in defining people’s everyday routines. “\We know that when things get tough, people aren’t turning to comfort food as a guilty pleasure. They are positively embracing comfort, saying yes to feeling good, saying yes to caring for themselves. There is a familiar, craveable, positive comfort to Kraft Mac & Cheese that makes it so special and iconic to millions of people across the world, and our new look is a reflection of what our brand means to consumers.”
The rebrand is rolling out across social and on Kraft Mac & Cheese’s website this summer. New packaging reach grocery store shelves beginning in August.
