Comfort Food Rebrands

Velveeta enjoyed a tremendous sales surge during quarantine while everyone was cooking at home and looking for comfort foods. Kraft Heinz is capitalizing on that success with a new brand identity created by Jones Knowles Ritchie. The processed cheese’s gooey, smooth texture is visually built into the typography of the new logo.

In other Kraft Heinz news, Kraft Macaroni & Cheese has released a multi-channel campaign that emphasizes the emotional benefit of the product instead of the taste or other attributes of the product itself. Comfort and self-care are at the center of the double entendre “Help Yourself” campaign slogan. The now familiar smiling noodle is still present, but a more restrained role.

A #SkipChallenge on TikTok encourages consumer to focus on “being honest about what makes you feel good,” redefining comfort as part of healthy lifestyle, not as laziness. It’s a bit of a reach for a product that is not considered to be health food by most, but sending out a destigmazed brand message through social media, TV, over-the-top advertising, and online video will certainly inspire come consumers to re-engage with the product.

Ragu has released a brand refresh created by Digitas Chicago. The new plan focuses on the product’s familiar bright yellow cap, which will now be used on all Ragu containers. Previous jars and jugs sometimes used blue or gold lids.

The sauce labels have also been greatly simplified. "We really wanted the new labels to better convey the care and quality that go into every RAGÚ sauce.  We know that RAGÚ makes creating meals easier for our consumers and we hope that this packaging redesign will make sauce shopping easier, too," explains a brand spokesperson.

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