Case Study: KraftHeinz shakes up the frozen aisle with Shikatani Lacroix Design

KraftHeinz launches Crave in 2018 with Shikatani Lacroix Design

Shikatani Lacroix Design partnered with KraftHeinz to launch a new frozen food brand named Crave. The challenge was to create a package design with irresistible impact that would disrupt the category and appeal to a young, food-savvy demographic by communicating the product's bold flavor and high-quality ingredients.

The solution developed by Shikatani Lacroix Design featured a bold, Instagram-worthy aesthetic with "food porn" photography framed by tattooed arms, tongue-in-cheek romance copy, and a dark palette. This design differentiated Crave from its competitors. Since its launch in 2018, the brand successfully became a favorite in the frozen aisle.

KraftHeinz