To reclaim their spot at the top of the boxed mac and cheese world, KD brought Rethink Design on-board to give the entire brand a refresh. My role was to cook up a motion system that paired the cheesy curves of the custom typeface designed by OH no Type Co, with the hand-drawn street art style doodles that Mark was prepping. The result was a refreshed brand identity that didn’t just reignite older KD fans, but reasserted the brand as the cultural icon it’s always been for the next generation to come.