Kraft Dressings Innovation

Design Agency: Bulletproof
Project Type: Produced, Commercial Work
Client: The Kraft Heinz Company
Location: New York, USA
Packaging Contents: Salad Dressings

The Kraft Heinz Company has teamed up with the New York offices of strategic brand design agency, Bulletproof, to create branding and graphic design for its newest launch – a portable 3.2 oz Kraft Dressings pouch available in five great flavors.

Discerning consumers can now enjoy the flavors they know and love, free from the fuss of portioning their larger dressing bottles. The convenient pouch, which makes 2 plus salads, is also the perfect way to encourage trial with consumers new to the Kraft Salad Dressings range, both at home and on-the-go.

“Our biggest challenge was to create a design that did justice to the big, lively flavors and culinary adventure inside each pouch, while still remaining identifiably ‘Kraft’”, said Lynne Strickler, brand manager.

Bulletproof comments: “We began our thinking with an in-person salad safari around the streets of New York. From high-end takeaway outlets to the fresh-from-the-source farmer’s markets of Union Square, a common theme emerged – the delicious, dynamic flavor possibilities a dressing and a little creativity can inspire.

“The final pouch design brings to life the excitement of the salad experience, showcasing beautiful, fresh ingredients tossed together with dynamic drizzles of delicious Kraft Salad Dressings. It’s a feast for the eyes that demands attention at shelf and establishes trust in the Kraft brand with generations of salad fanatics.”

The new pouch will be rolled out across: Classic Ranch, Golden Italian, Chipotle Mango Vinaigrette, Lite Balsamic Vinaigrette, and Zesty Lime Vinaigrette flavors this month.

“We faced a two-fold challenge – reshaping our salad dressings brand offering while also driving excitement in the category. An opportunity existed for Kraft Salad Dressings to lead a category change and I am thrilled we took on that challenge,” said Strickler.