Rapidly losing share to private label brands, Kraft needed to renew its promise of quality and taste to audiences both externally and internally. We challenged ourselves to create an integrated identity system that delivered a mark of excellence on everything from primary applications
like packaging to in-store branded displays and environments. At the center of this integrated approach is a refreshing Kraft mark that consists of vibrant colors. It’s dynamic and nimble, yet bold enough to be seen across the supermarket aisle.