Kraft Dinner Reinvented
Quick, healthy meals for busy lifestyles
Year:
2025
Timeframe:
2 months
Tools:
Photoshop, Figma
Category:
Food & Beverage
Overview
This rebranding campaign repositioned Kraft Dinner as a versatile, healthier meal option by promoting the idea of combining it with fresh, nutritious ingredients. The goal was to shift public perception from “junk food” to “balanced comfort food,” aligning with modern health-conscious consumer values.
Strategy & Execution
Developed a new brand narrative and visual direction that focused on KD as a customizable base for healthy meals. Through research, mock ads, and revised messaging, My team emphasized vibrant, whole-food pairings (like vegetables and lean proteins) while maintaining the nostalgic tone KD is known for. The creative direction aimed to appeal to young adults and families seeking quick but wholesome meals.
Results & Insights
The final campaign concept demonstrated how strategic repositioning can expand a product’s market relevance without alienating its core audience. This project strengthened my skills in brand storytelling, audience targeting, and blending visual identity with messaging to support a brand’s evolution.
