Kraft Dinner is affectionately known as KD. Starting with these two celebrated letters, we created a bold new icon. By doubling down with a drop of cheesy goodness, our new word-mark managed to be mouth-watering, light-hearted and iconic at the same time.
To respect brand equity built up over years, key elements like colour, the fork and food photography were kept, but modernized and refined. Our new branding was tested to work not just on pack, but in-store with cobranded promotions, in advertising and more. This ensured that no matter where you see it, nothing screams mac n’ cheese quite like KD.