All the big brand identity agencies must be shouting "hallelujah!" It seems like a parade of major consumer brands has been getting some kind of face lift. By now, surely everyone has noticed the new Pepsi "smile" that I've been none too kind toward. Now Kraft is getting in on the come-on-everyone-let's-get-happy act. In this case, they've unveiled an identity treatment that will be used at the corporate level only. This one won't make it to the packages on the shelf, so they say.
To me, the logo looks like a big red smile under the word "foods" in Kraft Foods and ends with a sort of flowery color burst. And it comes with the tagline "Make today delicious."
From the outside looking in, it seems Kraft set out to develop brand identity aimed at their own employees and channel partners. And, honestly, I like the direction. Those groups carry the enthusiasm to deliver on the overall brand promise to the consumers. I frequently advise that you can make things as pretty as you want and promise the moon and the stars, but if you can't deliver on it, the money won't follow.
I wonder what big brand will be the next to unveil some new brand element.
To me, the logo looks like a big red smile under the word "foods" in Kraft Foods and ends with a sort of flowery color burst. And it comes with the tagline "Make today delicious."From the outside looking in, it seems Kraft set out to develop brand identity aimed at their own employees and channel partners. And, honestly, I like the direction. Those groups carry the enthusiasm to deliver on the overall brand promise to the consumers. I frequently advise that you can make things as pretty as you want and promise the moon and the stars, but if you can't deliver on it, the money won't follow.
I wonder what big brand will be the next to unveil some new brand element.
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