Redesigning Kraft’s What’s Cooking for the next generation of recipe makers.
Laura Stein, Creative Director | Alex Boland, ACD | Priya Mistry, Designer | Mark Arvai, Senior Strategist
Kraft Heinz’s iconic What’s Cooking website was in need of an evolution to appeal to a a wider demographic of Kraft Heinz lovers. Inspired by the retro style of old Kraft Heinz recipe books and ads, we ventured out to create an identity refresh that felt current, user-friendly and reminiscent of our nostalgic childhood memories with Kraft Heinz products.
Pictured: Laura Stein, Creative Director, in our first client/design concept brainstorm sesh.
Brand Persona
Kraft What’s Cooking needed a brand persona that they could identify which would help them stand out in their category. We explored several reasons to believe which stayed true to their core values, digging deep to find what they had that no one else did. We landed on three territories; Imagination, Confidence and Versatility.
They felt the most connected to Imagination as a brand persona, connecting with:
Our Purpose: Protect Canadians against meal mediocrity.
Our RTB: With food ideas that make inventive use of your favourite flavors, What’s Cooking is your creative ally in the kitchen.
Punctuation
For the visual identity, we were inspired by the way “What’s Cooking?” was written, as a question. This sparked our visual concept centred around conversation. Whether it’s the conversations had in the kitchen while cooking, the ones had when deciding what to make or the ones had around the table when a meal is being shared, people and their conversations cultivated in the process of making are the heart of recipe creation.
