Kraft Macaroni and Cheese Changes its Name, Iconic Blue Box
The new look updates all aspects of the brand identity: the name, the logo, brand colors, typography, photography, iconography, and packaging
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.