Strategic design. Instant impact. Lasting growth.
KD Forever
Kraft Classic and innovation products to tease the tastebuds of Millennials and Gen Z.
Think
KD is a Canadian classic, but issues primarily due to taste caused the brand to lose relevance among its’ core audience. Still, testing proved that KD maintains their place as the best-tasting mac n cheese product in Canada compared to its competitors. The decline in sales was driven by Gen Z and Millennials, who are increasingly looking for fun, bold, and engaging flavors, influencing KD to get involved in the flavor conversation. We helped launch exciting new KD Snack Cup Flavors and KD Flavor Boosts to bring the brand back into the conversation.
Blink
With new competition moving in from the south, we maintained the classic KD architecture while transforming the original packaging to stand out amongst its competitors. We focused on showcasing product improvement by adding the iconic cheese drip design to convey the increased cheese quantity, supporting appetite appeal. The original KD Snack Cups were designed to match the refreshed look and grow their snacking business. These developments improved shopability and elevated customer awareness. KD is here to stay.
