Self Initiated
Timeline
Tools
Client
Adobe Photoshop |
Adobe Illustrator | Procreate
4 weeks | 2023
Game Design
Industry
Over a quarter of Americans now spend 11 or more hours gaming each week, and over half snack while they play—making gamers a prime audience for convenient, satisfying snacks like Kraft Mac & Cheese.
Brief: Develop an experience that convinces gamers that the hand-held snack they’re craving can best be satisfied by a Kraft Mac & Cheese “big” cup.
Make KMC big cups the ultimate gaming snack.
Secondary Research
Analyzed published data on student disengagement to
uncover insights into why learners struggle with motivation.
There are currently 190.6 million people engaging with video games at least once a week.
48% enjoy snacks or collectibles that can be shared socially during gaming.
34% use only mobile devices
59% use a mobile device as well as a PC or console
27% use a mobile device, a PC and a console
74% of American households have at least one gamer.
30% favor healthier snacks like granola bars and fruit to avoid sugar crashes.
Popular snacks included chips (60%), pizza rolls (52%), jerky (45%), popcorn (40%), and gummy treats (38%).
78% value convenience and minimal cleanup when choosing their gaming snacks.
85% of gamers prefer snacks that can be eaten with one hand to avoid interrupting gameplay.
73% like portable snacks with diverse flavor options.
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Type Systems
Aa
Blue Box Sans Semibold
Headings
Body Text
Aa
Blue Box Sans Medium
Design Solution
The “Mac & Game” campaign aims to establish Kraft Mac & Cheese (KMC) as the ultimate companion for gamers by integrating scratch cards into its packaging.
This interactive initiative is designed to captivate consumers, foster brand loyalty, and resonate deeply with the gaming community, creating an engaging experience that enhances both snacking and gaming moments.
Keywords
Comfort Food | Innovation | Memorable Experiences | Quality and Taste
Gamer Touchpoints
Where are gamers most exposed to games and gaming culture?
Brand Personality
Playful & Fun
Playful & Fun
Approachable
Empowering
Modern & Trendy
Uplifting
Warm & Inviting
Memorable
Final Collaterals
A collectible set of 5 cards, each showcasing a unique game character
from diverse genres. These vibrant cards spark fun collecting, encourage
community involvement, and enable trading among fans.
Additional collaterals include social media and poster design, creating a space for gamers to interact with the brand.
Mac & Game
Branding | Game Design | Packaging
Key Takeaways
Key learnings from the project included analyzing diverse gaming patterns across genres—from fast-paced shooters to strategic RPGs—and age groups, spanning kids to adults. This revealed opportunities to design inclusive experiences that engage users of all ages, by blending universal fun elements like collectible cards with broad accessibility.
Ultimately, it highlighted how tailoring interactions to varied preferences can drive community building and sustain brand loyalty.
