Agency: Duval Guillaume, Antwerp

Agency: Wray Ward, Charlotte
Creative Director: John Roberts
Art Director: Phil Jones
Copywriter: Ryan Coleman
Photographer: Jeff McCullough

Agency: & Co, Copenhagen
Creative Team: Thomas Hoffmann, Martin Storgaard
Photographer: Casper Sejersen

Agency: DDB Canada, Vancouver
Chief Creative Officer: Alan Russell
Copywriter: Neil Shapiro
Art Director: Colin Hart, Dan Strasser
Photographer: Philip Jarmain
Retoucher: The Orange Apple
Prepress House: Studio 17

Agency: TAXI, Calgary
Creative Director: Trent Burton
Copywriter: Nick Asik
Art Director: Brad Connell

I am not really sure what to say about this rebrand. The original logo was iconic and everyone knows what it looks like. The new one has a generic feel to it, and I am not a fan of the “smile” icon. The tag line font is a terrible choice, which ruins the clean feel of the previous logo. Would have like to see the border somehow integrated in the new one.

With a new purpose and values setting a fresh direction, Kraft Foods also gave its corporate logo a facelift to more clearly deliver “delicious.” Starting today, people around the world will begin to see the new identity that deliciously features a smile, the natural reaction to delicious foods and experiences, and a colorful flavor burst. It signals to employees, consumers and investors what the new Kraft Foods is all about.

As always, what are your thoughts on this rebrand?

Found at: BrandNew

Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Art Director: Frdric Royer
Copywriter: Olivier Camensuli