KD Brand Refresh

Complete Rebrand Identity Program

2026

Rethink, Toronto/Montreal/Vancouver/New York
t: 416-583-2178
w: rethinkcanada.com

Executive Creative Director, Design: Hans Thiessen Asscociate Creative Director: Mark Mabey Designer: Mark Mabey, Thomas Hadfield, Brandon Methner, Val Sheymardanova Writer: Justin Santelli Chief Creative Officer: Aaron Starkman Chief Strategy Officer: Sean McDonald Group Production Lead - Integrated: AJ Merrick Producer: Venus Pun Studio Manager: Todd Bennett Proofreader: Davina Haisell Font Foundry: OHno Type Company, James Edmondson, Colin Ford, Jamie Otelsberg Photographer: Malu Boruchowicz, Ficca + Luciano Animator: Jesse Shaw Head of Strategy: Julian Morgan Strategist: Jayne Stymiest Account Services: Allie Kennedy, Jamie Faltl, Katherine Ly, Madeline Birkhold Client: Kraft Dinner; Brian Neumann, Nicole Hutinec, Rick Mavrinac, Heather Wogden, Barbara Cooper

To reclaim their icon status, we went all-in on what made KD, KD in the first place. We gave the brand a glow-up that was unapologetically cheesy. We doubled down on their iconic colours, crafted a custom typeface that was inspired by their one-of-a-kind cheesiness, hand drew a suite of customized doodles and topped it off with a new approach to photography that perfectly captures authentic KD moments.