kraft mac & cheese rebrand project
2020
Kraft is an iconic, traditional, and well-known brand that has not had any form of a rebrand in years. In 2012, Kraft slightly redesigned their infamous logo and word mark. Kraft Mac & Cheese is known for their signature "Blue Box," a cardboard rectangular box filled with dried macaroni pasta and a packet of processed cheese powder.
When deciding to rebrand Kraft Mac & Cheese, I first wanted to tackle package design and completely redesign the old, regular cardboard box packaging. After researching the latest trends in package design, I found that soft pouches and soft packaging were most popular. Therefore, I have chosen to introduce Kraft's new "Blue Pouch."
