With more than a million boxes sold every day, the cheesy bowls of pasta haven’t just filled America’s bellies, they’ve played an iconic role in various stages of people’s lives. Now, Kraft Mac & Cheese is unveiling a new brand identity that includes an updated logo, noodle smile and even a new name that redefines Kraft Mac & Cheese as feel-good food for everyone.
The new look updates all aspects of the brand identity: the name, the logo, brand colors, typography, photography, iconography, and packaging. The change from “macaroni and cheese” to “mac & cheese”, is meant to reflect the way fans organically talk about the brand. The iconic blue box now features just a single-color hue of blue and amplifies the brand's most recognizable asset — the noodle smile.
The new look and feel evolves the brand and products to distinctively embody what positive comfort looks like.The changes were inspired by comfort cravers — the people who believe that comfort is crucial to feeling good, and who love a helping of simple nourishment to warm their bellies.
The new look will appear across social channels and on the website this summer and packaging will start to hit shelves in August.
The new look updates all aspects of the brand identity: the name, the logo, brand colors, typography, photography, iconography, and packaging.