Agency: Jones Knowles Ritchie

Role: Packaging Design

Team:
Desig Director - Apirat Infahsaeng
Designer - Daniel Quay, Kieran McMaster


Deliverables: Packaging Design

Client: KD Deluxe

Overview: KD Deluxe - Elevating the Comfort Classic

In this project, I had the opportunity to reimagine Kraft Dinner (KD), transforming the beloved boxed mac & cheese into an elevated experience. KD Deluxe takes the comforting nostalgia of the original and turns up the dial with sophisticated ingredient pairings, finer noodles, and a symphony of textures and flavors.

The visual identity strikes a balance between refinement and accessibility, capturing the excitement of sensory indulgence while staying true to KD’s playful and approachable roots. From the packaging design to the conceptual storytelling, this project showcases how a classic comfort food can evolve into a multidimensional and exciting experience for grown-up tastes.