New Logo, Identity, and Packaging for Kraft Mac & Cheese by Jones Knowles Ritchie

Introduced in 1937, originally as Kraft Dinner and later as Kraft Macaroni & Cheese, Kraft Mac & Cheese, as it has been renamed this June, is a nonperishable, packaged dry macaroni and cheese product owned by The Kraft Heinz Company. Globally, the product sells over one million boxes every day and its success and popularity goes way back, having sold more than 50 million boxes over the course of the Great Depression and World War II, given its affordability and long shelf life. In Canada, where it’s still known as Kraft Dinner or just “KD”, the product has achieved an iconic status as a staple of Canadian life where, legend has it, they consume 55% more boxes per capita than Americans. As someone who now eats as healthy as possible (almost to an annoying degree) I