“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.”
