The Kraft Sauces brand refresh marked a pivotal moment with the first update to the iconic Kraft logo in over a decade. The project introduced the Creamy Sauces line, reimagined packaging, revamped social channels, and the debut of the unified creative platform: “It’s not art. It’s KRAFT.”

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The refresh embodies Kraft’s playful and approachable spirit, encouraging fans to explore bold flavor combinations without the pressure of being “fancy.” The new packaging design features mouthwatering visuals that highlight the brand’s unpretentious yet versatile appeal, aligning with insights showing that many shoppers already purchase Kraft condiments across multiple categories.

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Deliverables included a cohesive visual identity across packaging and digital platforms, emphasizing Kraft’s position as a go-to for fun, flavorful, and creative cooking solutions.

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Agency - Jones Knowles Ritchie        Year - 2023