Background
Our collaboration with a multinational food and beverage processing company embarked on a journey to revitalize Kraft Dinner, a staple product that has remained unchanged for many years. With a keen focus on appealing to young children, the project aimed to inject new life into the brand by introducing exciting varieties and enticing promotions.
Objective
The objective was to create new iterations of Kraft Dinner tailored specifically for young children, accompanied by packaging designed to capture their imagination. The overarching goal was to invigorate the brand by offering diverse options to consumers while incentivizing repeat purchases through innovative promotions.
Design Elements
Typography
Arial Black was chosen as the header typeface for promotional elements due to its versatility and simplicity.
Arial was utilized for paragraph text for its generic sans serif qualities, ensuring readability without overshadowing the content.
Colour Palette
The colour palette revolves around vibrant orange and yellow hues, accentuating the extra cheesy appeal of the product. Exceptions are strategically placed throughout the illustrations to draw attention to key elements such as parachutes and pots of mac and cheese.
Package Development
The challenge was to create a visually cohesive art set that could be expanded upon in subsequent installments while maintaining appeal to the primary demographic of young children.
Process
Digital Sketching:
Ideas were digitally sketched in Photoshop based on research and mood boards, focusing on themes appealing to the target demographic.
Gradual Expansion:
Initial sketches were expanded by adding new elements and colored illustrations, refining the design.
Texturing and Shading: Final touches included texturing and shading to enhance contrast and detail in the illustrations.
Results
The result was a series of new Kraft Dinner boxes targeted towards younger children, featuring playful illustrations to capture attention. The introduction of a reward system aimed to incentivize concurrent purchases, breathing new life into the brand and catering to the preferences of a new generation.
