macaroni

cheese
dinner

Product Redesign
Katy Sykes

Table of
Contents
Redesign Plan 1-2
Style Guide 3-4
Package Design 5-6
Photo Comparison 7-8
Advertisement 9-10

Redesign Plan

Product
My product is Kraft Macaroni and Cheese Original flavor. The product is nationally
known for its blue box and cheesy noodles. Currently in stores across the world. The
target group would be 10 to 30 year olds, both male and female. Mainly mothers and
college aged students who need a good meal for a low cost.

History
Kraft Foods Group started in 1903 as a wholesale door-to-door cheese business in
Chicago. In their first year, the business lost $3,000 and a horse. After joining with
his brothers in 1909, the company was renamed to J.L. Kraft and Bros. Company and
began to branch out to New York City. In 1915, the company invented pasteurized
processed cheese that did not need refrigeration and gave it a longer shelf life than
the competitors cheese. With some national advertising and marketing, business
was flourishing by 1916 and renamed again to Kraft Foods Group. After branching
overseas to the U.K. in 1927, sales skyrocketed to $60.4 million. Since then, the
company began to acquire other companies and their products. which included salad
dressing, milk products, mayonnaise, cheeses and other products.

Big Idea
My idea is to redesign the box to use similar colors with an updated look. The spoon
holding pasta is starting to be overdone by their competitors. Also, the pasta falling
from the top doesnt makes sense to me. The best way to stand out is to update the
look while keeping their current and recognizable look. By creating a more modern
design will draw in more customers to buy their product.

Style guide
Fonts
NeoRetro Draw
neoretro fill
neoretro shadow
Titles of products should be written in NeoRetro
Draw. It gives off a child-like feel that is modern
and pleasing to look at. It should be used
cautiously and only 30 pt or larger.
Avenir Medium
Avenir Roman
Avenir Black
Used for back of packaging and body copy. Also
found in the cooking and preparation body copy.
Black used for back cover body copy. Roman and
Black used in cooking instructions. Medium used
in smalled body copy; 5pt or less.

Lobster 1.4
This font is a decorative font used in
sub-headings and taglines. It needs be
a smaller size than titles, around 12pt or
lower.

Color Swatches
Dark Blue

Jean Blue

Ocean Blue

Sky Blue

Baby Blue

CMYK 100,93,29,18
RGB 23,43,106
Pantone Solid Coated
2756 C
Hex #172B6A

CMYK 100,90,10,0
RGB
37,64,143
Pantone Metallic 8782 C
Hex #25408f

CMYK 82,44,0,0
RGB 27,124,193
Pantone Solid Coated
660 C
Hex #1b7cc1

CMYK 58,22,1.95,0
RGB 102,166,214
Pantone Solid Coated
659 C
Hex #66a6d6

CMYK 44,17,3,0
RGB 138,182,217
Pantone Solid Coated
644 C
Hex #8ab6d9

Yellow-Green

Sunset Yellow

Yellow-Orange

Cheesy Yellow

CMYK 18,15,89,0
RGB 214,197,65
Pantone Solid Coated
611 C
Hex #d6c541

CMYK 17,27,89,0
RGB 215,178,63
Pantone Solid Coated
611 C
Hex #d6c541

CMYK 11,38,96,0
RGB 224,161,47
Pantone Solid Coated
7555 C
Hex #e0a12f

CMYK 9,42,83,0
RGB 227,156,68
Pantone Solid Coated
7563 C
Hex #e39c44

Package Design

from

childhood.

imported

your

congratulations. you just

picked
up
a
box
of
deliciously gooey macaroni
& cheese dinner. chances are
youll be serving it to your
kids but at the same time
helping yourself to a

spoonful or two. dont

worry, we understand. its

from your own childhood. so

dinner
1 PROOF OF PURCHASE

NET WT 7.25 OZ (206G)

SEE NUTRITION FACTS PANEL FOR AS PREPARED

cups
6 water
Tbsp
4 margarine

1 cup
4 milk

in medium saucepan

1 Boil water
2 Drain
DO NOT RINSE.
Return to pan.

margarine, milk and

Cheese Sauce Mix; mix well

3 ADD

19 MAY 2015
S22 04:52

BEST WHEN USED BY:

LIGHT PREP:

65% LESS FAT AND 25% FEWER

CALORIES THAN CLASSIC PREP.
Prepare as directed, using 2 tsp.

1-800-847-1997

visit us at: kraftfoods.com

MINIMUM 35%
POST-CONSUMER
CONTENT

.
B

unsalted butter and 1/4 cup fat-free milk.

CLASSIC
PREP
400
18g
4.5g
3g
720mg

cheese

please have package available, se habla espaol.

CARTON MADE FROM
100% RECYCLED
PAPERBOARD

mg
D

AT AT
A

the same classic cheesy

taste you know and love
go ahead, dig in. your kids
may be the perfect age to

enjoy the gooey, cheesy

goodness - but remember:
you were there first.
LIGHT
PREP
290
6g
3g
0g
580mg

NUTRITION COMPARISON
PER
SERVING
CALORIES
TOTAL FAT
SAT FAT
TRANS FAT
SODIUM

macaroni

This product sold by weight; not volume. some settle

of contents may have occurred during handling.

avor

Nutrition Facts
Serving Size: 2.5 oz
Serving Per Container: 3

% Daily Value*

4%

5%
8%
0%
3%
24%
16%

Amount Per Serving

Calories: 260 Cal from Fat: 25
Total Fat 3g
Saturated Fat 1.5g
Trans Fat 0g
Cholesterol 10mg
Sodium 570mg
Total Carbohydrate 48g
Sugars 7g
Dietary Fiber 1g
Protein 9g
Vitamin A 0% Vitamin C 0%
Calcium 10% Iron 10%

Less Than
Less Than
Less Than
Less Than

65g
20g
300mg
2,400mg
300g
25g

80g
25g
300mg
2,400mg
375g
30g

Calories 2,000 2,500

*PercentValuesrea based on a 2,000

rie calo
die
t.
Your Daily
Values aym be higherower
or l
depending on
your calo
rie needs:
Total Fat
Sat Fat
Cholesterol
Sodium
Total Carb
Dietary Fiber

INGREDIENTS: ENRICHED
MACARONI (WHEAT, FLOUR,
NIACIN, FERROUS SULFATE
[IRON], THIAMIN
MONONITRATE [VITAMIN B1]
RIBOFLAVIN [VITAMIN B2]
FOLIC ACID); CHEESE SAUCE
MIX (WHY, MILKFAT, MILK
PROTEIN CONCENTRATE,
SALT, SODIUM
TRIPOLYPHOSPHATE,
CONTAINS LESS THAN 2% OF
CITRIC ACID, SODIUM
PHOSPHATE, YELLOW 5,
YELLOW 6, CHEESE CULTURE,
ENZYMES)
CONTAINS: WHEAT, MILK

KRAFT FOODS GROUP, INC

NORTHFIELD, IL 60093-2753 USA

Photo

Comparison

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