Kraft Mac and Cheese

In today’s world, comfort has a negative stigma, and comfort food, like Kraft Mac and Cheese, bears the brunt of this negativity. But the reality is that nothing is better for us than comfort. Comfort helps us recharge, find our balance and sustain our wellbeing. True comfort lifts us up, it doesn’t weigh us down. This “Help Yourself” brand idea is a joyful invitation to make comfort a priority, by putting self-care and your own needs first.

Illustrations by Rezonate Productions

LOOK AND FEEL
By proudly embracing the things that make us feel good, we’re uplifted inside and out, spreading positivity to everyone around us. We visualized this inner-feel-good-feeling you get when eating mac & cheese through illustrated ‘noodly’ characters inspired by the product itself.

KRAFT MAC&CHEESE
HELP YOURSELF

In today’s world, comfort has a negative stigma, and comfort food, like Kraft Mac and Cheese, bears the brunt of this negativity. But the reality is that nothing is better for us than comfort. Comfort helps us recharge, find our balance and sustain our wellbeing. True comfort lifts us up, it doesn’t weigh us down. This “Help Yourself” brand idea is a joyful invitation to make comfort a priority, by putting self-care and your own needs first.

Illustrations by Rezonate Productions

LOOK AND FEEL
By proudly embracing the things that make us feel good, we’re uplifted inside and out, spreading positivity to everyone around us. We visualized this inner-feel-good-feeling you get when eating mac & cheese through illustrated ‘noodly’ characters inspired by the product itself.

MOTION
Embracing noodliness, we brought the characters to life in a series of looping gifs. Each expressing different ways to ‘help yourself’ while showing that uplifting comfort feeling.

CHARACTER DEVELOPMENT
Incorporating the angle of our refreshed noodle icon throughout our cast of characters brought ownability,while an interchangeable range of expressions and looks brought versatility.

Kraft Mac & Cheese is a universal comfort food, hence our audience is the world. That’s why it’s so important to us that our Kraft Mac and Cheese lovers are represented and can identify themselves in all our messaging.

KRAFT MAC&CHEESE
HELP YOURSELF

In today’s world, comfort has a negative stigma, and comfort food, like Kraft Mac and Cheese, bears the brunt of this negativity. But the reality is that nothing is better for us than comfort. Comfort helps us recharge, find our balance and sustain our wellbeing. True comfort lifts us up, it doesn’t weigh us down. This “Help Yourself” brand idea is a joyful invitation to make comfort a priority, by putting self-care and your own needs first.

Illustrations by Rezonate Productions

LOOK AND FEEL
By proudly embracing the things that make us feel good, we’re uplifted inside and out, spreading positivity to everyone around us. We visualized this inner-feel-good-feeling you get when eating mac & cheese through illustrated ‘noodly’ characters inspired by the product itself.

MOTION
Embracing noodliness, we brought the characters to life in a series of looping gifs. Each expressing different ways to ‘help yourself’ while showing that uplifting comfort feeling.