Putting the Smile Back in Comfort Food

Making souls and stomachs happy for over 85 years, Kraft Mac & Cheese is America’s favourite comfort food. Kraft Heinz wanted to evolve the brand to distinctively embody what positive comfort looks like and redefine Kraft Mac & Cheese as feel-good food for everyone. JKR simplified the name and made the new noodle smile icon the centrepiece of the identity, dripping with deliciousness. With an updated blue box and new typeface, the result is a refreshed brand identity that reframes the way comfort food is viewed, making Kraft Mac & Cheese a brand that is more itself than it’s ever been.