Consumer Rebranding for Mac & Cheese Store the All-American Classic for the British Market
Kiss Branding - The Mac Factory
"Mac & Cheese, the All-American classic, was leaving a bitter taste in the mouths of the British public, thanks to decades of bland school dinners and the very un-delightful instant kind. The Mac Factory’s goal was to ditch that perception and reawaken the nation’s appetite to its simple deliciousness; bringing them gourmet Mac & Cheese. Made with the best ingredients, mouth watering flavour combinations and made fresh to order in minutes; this is the ultimate lunch time comfort food. The Mac Factory came to Kiss to reinvigorate their brand; give them a voice that champions their offering and make it stand out from the crowd.
We knew The Mac Factory was re-inventing an icon, but getting people serious about it was the challenge. Our redesign builds on the existing assets; lady liberty and the Americana style, but reimagined with stand out, ramped up attitude and taste appeal – backed by the line ‘Seriously Mac & Cheese’. The identity captures the State-side heritage of Mac & Cheese and its roots within the working industrial class of New York, we celebrated that by combining classic Americana with industrial factory insignia to create a unique identity that’s unmistakably – The Mac Factory.
By combining the sleek curves and glamour of Americana with the industrial ruggedness and bold symbology of the factory we’ve created an identity that, like the Mac pots, has a good dose of character. It tells a message of ease, accessibility to all and a taste worth stopping for – a bold look for the bold return of an icon."
Design Agency: Kiss Branding
Brand / Project Name: The Mac Factory
Project Type: Consumer Brand Redesign, Consumer Brand Rejuvenation
Strategic Deliverables: Consumer Research / Insight, Consumer Brand Strategy, Consumer Product Naming, Consumer Tone of Voice, Consumer Brand World
Design Deliverables: Consumer Brand Identity, Consumer Branding, Consumer Rebranding, Consumer Graphic Packaging Design, Consumer Retail Design
Location: United Kingdom
Market Country: United Kingdom
Market Region: Europe
Project Type: Agency Commercial / Published
Project Category: Food
Consumer Packaging Format: Cup, Pot
Substrate / Material: Pulp Paper