Kraft Dinner Package Rebranding

The classic noodley predecessor .

The new, modern re-brand.

It’s always nice to see re-branding that’s actually done nicely these days, unlike some recent blunders (the Gap and Tropicana anyone?) The most successful re-brands always seem to be the ones that aren’t complete overhauls, but nice, subtle changes. I’ll go into some detail on why I think this was a good update.

The noodle smile. I just want to flash a big grin right back at that box. The re-brand just has such a friendly feel, from the very slightly lighter blue palette, to the smiley faced noodle.

The new sanserif font is also a good update to the old serif font. The font is perfect in mimicking the shape of the noodles. The colour of the font is also similar to that of the product, unlike the old one.

The actual photography look much more appetizing. From the brighter colour, to the dripping cheese, that spoonful of KD looks all the more delectable.

All in all this update was fairly flawless. I wonder what it’d look like trying to remove the circle the type is in, although i suppose you’d have to remove the background noodles. The packaging with it’s new “smile” message and modern feel is a great success.