Chicago-based Kraft Macaroni and Cheese is unveiling a new brand identity that includes an updated logo, noodle smile and name.
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,” Kraft said in a statement is “meant to reflect the way fans organically talk about the brand.”
The blue box will feature just a single-color hue of blue to amplify the brand’s “most recognizable asset” – the noodle smile.
“We know that people aren’t turning to comfort food as a guilty pleasure, they are positively embracing comfort, saying yes to feeling good, saying yes to caring for themselves,” said Victoria Lee, Kraft Mac & Cheese brand manager.
“There is a familiar, craveable, positive comfort to Kraft Mac & Cheese that makes it so special and iconic to millions of people across the world, and our new look is a reflection of what our brand means to our consumers.”
The new look will appear across social channels and on the website this summer and packaging will start to hit shelves in August.
For more information, visit kraftheinzcompany.com.
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