MAIN STREET KITCHEN

BRAND INVENTION | KRAFT HEINZ

Kraft Heinz invented an affordable frozen meal brand to appeal to consumers who don’t want to sacrifice flavor or health when eating on a tight budget. LAM’s challenge was to carve out a fresh and relevant visual identity for the new brand name. Our stylized logo amplifies taste using utensil icons and sits atop a red textured cloth-like background. Our design solution prioritizes appetite appeal using closeup photography coupled with descriptive copy that calls out real ingredients. The bright environmental setting behind the photography conveys a cheerful sense of place, bringing the idea of “Main Street Kitchen” to life.