Kraft foods is relaunching their staple line of salad dressings, complete with new packaging. Under the concept of Pure Kraft, the dressings have been reformulated to eliminate artificial preservatives and emphasize flavor.
In turn the packaging has been transformed. Integrating the product as part of design, the clear label allows the dressings to show through, looking delicious and tempting on the shelf. The clean design uses classic type to decode the flavorful recipe, while illustrations tell the story of what ingredients were key to creating the product. Small hits of Kraft's signature blue tie together the regular line of dressings, while a bright orange identifies the Light dressings. Overall this update is shaping up to be a fresh change on grocery store shelves.
