A new packaging design refreshed Kraft Macaroni and Cheese boxes. Packaging of the World captures students work. This packaging was designed by Ashley Walker. The focus behind this new design was to show the spirit and playfulness of kids in the packaging. The new branding behind Kraft Macaroni and Cheese is the macaroni smile. This packaging represents that branding in a creative way.
What is questioned about this new design is the shape of the box. Square boxes are easy to stack and present in a store. This new curved shape box challenge was resolved by a new way to display Kraft Macaroni and Cheese. A giant fork was constructed with a clear bowl on the top where the boxes can be stored.
Kraft Macaroni and Cheese’s new box gives it a fresh feeling. It is fun, interesting, and catches peoples’ attention, especially those of the younger population. Personally this packaging makes me want to hold it up to over my mouth as if I were smiling. If this packaging could talk, it would say keep on smiling.