Kraft Singles gets whole new look in rebrand

 Kraft Singles are getting a brand-new look following years of complaints about its packaging, according to CNN. Now, one of the most recognisable cheese products will have easier to open individual wrapping as well as a refreshed logo and packaging design, the first the brand has seen in five years. 

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The goal of the rebranding was reportedly to address complaints from customers who have notoriously bemoaned how difficult it is to open the clear wrapper of individually wrapped cheese. The new packaging features a new flap on each slice that adds texture and that makes it easier to find. The material is also thicker and more sturdy such that it can be opened without the plastic ripping. 

On the outside, Kraft Singles features a logo that has been adjusted with bolder and more simple typography. The packaging now emphasises the fact that its cheese slices do not have artificial flavors, colors or preservatives as well as the fact that it is made with real dairy. 

The redesigned packaging is set to be rolled out throughout the entire Kraft Singles product line and will slowly transition through the year. 

MARKETING-INTERACTIVE has reached out for more information. 

Kraft Singles joins a growing number of brands who have been rebranding as of late. Most recently, The Coca-Cola Company unveiled a brand-new look for its popular juice brand, Minute Maid in what is the beverage's first-ever global rebrand.

The refreshed look, which is accompanied by a refreshed visual identity and global campaign, will see the full Minute Maid portfolio sporting a warm, lively color palette inspired by the bright tones of fresh, ripe fruit. 

A softer, more natural typeface breathes new energy into the familiar Minute Maid expression while invigorating photography has been paired with dynamic, asymmetric visuals cuing the feelings of vitality that today’s consumers are seeking, according to The Coca-Cola Company in a statement. It added that the names and products will remain intact and that the look will be harmonised across all its products for consistency. 

The Coca-Cola company also unveiled a new global brand identity for its soft drink brand, Fanta recently, according to media reports. 

The refreshed look features brighter, more colourful and more vibrant colours as well as an updated and more simplified wordmark with the removal of the classic orange circle and green leaf. The rebranding, which was led by Coca-Cola's global design team and creative agency Jones Knowles Ritchie, reportedly aims to inspire people to find the fun in life and to "make the plain playful" with a look that remains "unmistakably Fanta". 

The new look has been paired with illustrations of fruits that align with the flavour of the drink and also accompanied with graphics such as diamonds and lighting bolts. Brighter colours inspired by the various flavour available globally have also replaced the backdrop of the new design. 

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