HambliDesign

"Kraft Foods and Landor Associates, have announced the redesign of Kraft Macaroni & Cheese packaging. The new design of the 73-year-old brand retains key design elements that Americans associate with the brand, and adds a “noodle smile” visual identity, visible on all Kraft Macaroni & Cheese varieties.

As Kraft Macaroni & Cheese’s design firm, Landor began working with the brand’s many disciplines, including design & innovation, research & development, sales, and consumer insights, last year. The program began with consumer research that identified several key brand equities including happiness, smiles, and joy. These equities were incorporated into the development of a new visual identity for the Kraft Macaroni & Cheese masterbrand – the “noodle smile” – which will be extended across platforms, from the packaging on shelf to advertising on the street."

“We’re extremely proud of the redesign we’ve completed for Kraft Macaroni & Cheese,” said Mary Zalla, managing director of Landor’s Chicago and Cincinnati offices. “Working with such an iconic brand requires a delicate balance of respect for its equities, and the foresight to know what will work. Thanks to the research we conducted, we knew our solution was well grounded, and would stand out on-shelf.”

To complement Kraft Macaroni & Cheese’s new visual identity, other branding elements were also updated:

The brand toolbox including typography, shapes, colors, patterns, and sound.

The brand architecture system to unify three subbrands (Macaroni & Cheese, Microwavable Dinner Cups, and Deluxe).

The brand communication style including a nomenclature system to support the new packaging, visual identity, and advertising.

All of these elements combined became the catalyst for the brand’s entire integrated marketing campaign that preceded the packaging rollout in 2010.

“We listened to our consumers and identified the opportunity to act as a single brand with a variety of delicious offerings, thus creating a unique brandmark to unify our portfolio and further differentiate the brand on shelf,” said Hania Midura, director of design and innovation, Kraft Foods. “This foundation set the stage for all of our partner agencies – from advertising to creative – to use the same elements, resulting in a more cohesive, and impactful brand across the board.”

This redesign is the most significant for Kraft Macaroni & Cheese since 1999. The new packaging, supported by a multi-million dollar advertising campaign, is being rolled out nationally through the end of the year and into 2011.