Brand Packaging

USA > Kraft Macaroni & Cheese

December 13, 2010
Kraft Foods introduces a new visual identity for its Macaroni & Cheese packaging. 



Kraft Foods introduces a new visual identity for its Macaroni & Cheese packaging. The redesign retains the classic spoon imagery and the equity colors of blue and yellow but incorporates a “noodle” smile, which evokes positive emotions and memories. The unique brand mark also serves to unify the company’s three sub-brands (Macaroni & Cheese, Microwavable Dinner Cups and Deluxe) and more than 50 products. The new design will be rolling out through 2011.

Launch
October 2010

Package design
Landor Associates, www.landor.com