Kraft challenged us create a design that would help drive reconsideration and create a connection with a new generation of consumers while ensuring long-time devotees still recognize and love “their” brand.

We looked to leverage Miracle Whip’s unique flavour in a packaging design that reflects its bold personality and visual heritage. The striking MW and bread slice logo creates a strong icon for the brand and provides a nod to the playful side of MW with its ambigram treatment.

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