Kraft Mac & Cheese × Johannes Leonardo
Help Yourself
A world where comfort takes physical form and guides you back to yourself.
Why It Matters
Comfort food sits in a strange place in culture. Loved quietly. Judged loudly. Kraft knew the guilt narrative around comfort was aging the brand and shrinking its audience. People wanted ease, softness, small joys, but didn’t want to feel wrong for wanting them. The world needed a reminder that choosing comfort isn’t indulgence. It’s care. It’s clarity. It’s a return to your own body for a moment. Kraft Mac & Cheese wanted to shift that truth into daylight.
What we make
- Character illustrations
- Animated social content
- Reconditioning content
- End card animations
- TVC animation asset
- Product stills and static social images
The work widened Kraft’s audience, reframed comfort as legitimate self care, and gave the brand a visual universe now tied to joy, ease and everyday permission.
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Story
The brief arrived with a challenge tucked inside the cheerfulness. Comfort food was still coded as a guilty shortcut. Kraft felt the weight of that stigma. They needed a world where comfort wasn’t hidden. A world that invited people in without apology. Rezonate stepped in at the point where reality meets imagination. The team shaped Noodledom, a space that lives between everyday objects and the elastic characters that personify feeling good.
Bowls, clocks and coffee cups grounded the world. Noodly figures carried the lift. Their bodies bent, skipped and unraveled with the looseness people feel when they finally exhale. The characters didn’t exist to decorate the product. They embodied the release people chase at 3pm. The stretch after a long meeting. The reset between responsibilities. Kraft’s audience needed a doorway into that moment and these figures held it open. Breathing Exercises blended real steam, a real spoonful of mac and cheese, and an illustrated figure coaching a deep breath before the bite.
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Behind the work
- The noodle became the core visual anchor, shaping proportions and motion language.
- Characters built with elastic limbs and bold patterns to reflect fluidity, freedom and lived diversity.
- Movement drawn from dance cultures that embody confidence and release.
- Photography shot with hard lighting and strong contrast to make the bowls and spoons feel tactile and close.
- Subtle set cues tied real spaces back into Noodledom through color and shape.
- Product styling followed strict KMC guidelines to keep the food honest and relatable.
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Comfort found its shape and invited everyone in.