Greg Althoff
Strategic Brand Design & Creative Direction
KRAFT MAC & CHEESE
Logo, Packaging, Visual Identity
For 84 years, Kraft Mac & Cheese has been a beloved pantry staple, celebrated for its iconic taste and creating generations of fans who fondly recall its comforting flavors. Recognizing the need for a significant refresh, we developed a new identity that balances that familiarity with a contemporary look to appeal to younger generations.
First, we simplified the name to the more colloquial “Mac & Cheese.” The new typeface, Blue Box Sans, a humanist sans serif, was inspired by the rounded shapes of macaroni, exuding warmth and joy. The brandmark was updated to feature our most iconic asset, the KMC smile. The packaging was streamlined and modernized, with a more focused presentation of product benefits, while creating a blue brand block at shelf.
The revitalized packaging not only honors Kraft Mac & Cheese's storied history but also appeals to a new generation of consumers, ensuring it remains a beloved staple in households for years to come.
HAMPTON BY HILTON
Logo, Visual Identity
We partnered with Hampton to create a distinctive brand identity that solidifies its position as an innovative leader and establishes it as the most guest-centric brand in the hospitality industry. Drawing inspiration from Hampton’s pioneering spirit and hospitality heritage, we tailored the refreshed identity for future global expansion.
We developed a visual language that conveys the brand's human touch, featuring approachable illustrations celebrating traveler diversity, refined script, a carefully selected color palette, and custom typography. Signature experiences were identified to drive brand distinctiveness and delight guests, focusing on Hampton’s exceptional sleep experience and the iconic Hampton Waffle. The Hampton Sleep Happy experience includes everything needed for a perfect night's rest, while the Hampton Waffle is elevated with fresh and unexpected elements, including seasonal flavors and integration into Hampton’s new team member wardrobe program.
The new visual identity honors Hampton’s legacy of being a trusted, reliable, and friendly brand, while modernizing to meet the travel needs of global consumers. The refreshed identity has been rolled out across all brand activities, marketing, and communications, and has been integrated globally at the property level throughout 2024, ensuring a cohesive and immersive brand experience for guests.
RHINEGEIST BARREL AGED
Packaging, Visual Identity
Rhinegeist Brewery sought to reposition its barrel-aged beers as the most premium, collector’s worthy offerings in its portfolio. The objective was to convey a sense of treasure discovery, reflecting the beers’ aging process in oak barrels deep in the dark basement of the 150-year-old brewery.
As the creative director, I led a team of three designers, presenting work directly to the company’s founders. Drawing inspiration from premium whiskies, we aimed to evoke the feeling of finding a hidden gem both in the darkest corners of the brewery and on the shelf. We utilized dark, textured labels and hot press foil stamping to achieve a luxurious and distinguished look.
The primary deliverables included the bottle structure and label design. We also created secondary packaging, sales materials, point of sale materials, and social media assets to support the launch.
The outcome of the project was a significant increase in sales and customer interest, leading to new distribution opportunities in new channels. Additionally, there was a noticeable boost in employee excitement and engagement.
LUNCHABLES
Logo, Packaging, Visual Identity
Oscar Mayer introduced Lunchables in 1988, providing a convenient, pre-packaged set of crackers, deli meat, cheese, dessert, and a drink. Over the years, the brand has evolved to address nutritional concerns and changing tastes.
We partnered with Lunchables to refresh its brand identity and packaging, focusing on the concept of children as builders, inspired by video games like Minecraft and Roblox, and IRL toys like LEGO. The new logo retains Oscar Mayer’s core yellow and red colors but adds playfulness with white shadows and a yellow background. Packaging features imaginative landscapes, such as a seabed and outer space, inspired by the creativity of children.
Ingredients are depicted in stacks and piles, with miniature kids engaging with the food. The minis are inclusive, representing a diverse range of children and their abilities.
The refreshed identity can be seen online and in stores now, bringing a playful and imaginative new look to Lunchables while retaining its nostalgic charm.
CIDERGEIST
Logo, Packaging, Visual Identity
The primary goal of the Cidergeist project was to distinctly position Rhinegeist’s cider program as separate from their fruited ales, and create a more modern brand targeted at a younger, creatively expressive consumer.
As the creative director, I led a team of three designers and presented our work to the company’s founders and key stakeholders, including the VP of Sales, VP of Marketing, and VP of Production. Our design approach was inspired by Rhinegeist’s location in the historic and creatively revitalized Over-the-Rhine neighborhood. We aimed to capture a design system that felt both familiar and fresh, rooted in heritage but modernized for new consumers. Unlike typical cider brands that lean on natural cues or dated visuals, we wanted something that stood out yet connected to the brand’s roots.
The main deliverables included packaging, point of sale materials, photo style, social media assets, marketing materials, and sales materials.
The project led to an uplift in sales and opened new retail opportunities across the brewery’s distribution footprint. Customer engagement increased, particularly on social media, and the sales team and employees received the new branding positively. The refreshed brand reignited excitement for Cidergeist, which had been lagging.
KRAFT SINGLES
Logo, Packaging, Visual Identity
For the Kraft Singles project, the objective was to refresh the brand’s look while maintaining its classic charm. In collaboration with JKR, we aimed to create a cleaner, more modern identity that still resonated with long-time fans.
Our new pack designs featured a solid Kraft blue background and a refined wordmark with a playful drip from the “g’s” tail. Central to the design was the iconic Kraft Singles square, which we heroed as a key element of the visual system. The packaging prominently displayed a gooey sliced sandwich against a cheesy yellow background reminiscent of a Kraft slice. Updated typography and large blocks of color ensured the cheese remained the focus.
The refreshed identity succeeded in maintaining Kraft Singles' status as a beloved kitchen staple while appealing to modern consumers, reinforcing its legacy as a favorite in households.
INFO
As a Design Director at Jones Knowles Ritchie in New York City, I bring versatility in creating brand identities for global giants and fostering startup growth. At JKR and Landor, I contributed to award-winning work for brands like Kraft Mac and Cheese, Tide, Capri Sun, and Lunchables. Notably, Kraft Mac and Cheese was shortlisted at the D&AD and ADC awards.
As Creative Director at Rhinegeist, I led a strategic brand design team, introduced yearly planning processes, and spearheaded the restage of Truth IPA, resulting in a 20% sales increase. My career highlights my ability to innovate and inspire in both established firms and startups.
I believe in work that is clear, simple, bold, and useful. I've worked across creative strategy, identity design, editorial design, packaging design, print design, and type design. I thrive in collaborative environments, solving problems with clients.
Looking ahead, I am excited to continue creating impactful and meaningful design solutions.
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SELECT CLIENTS & BRANDS
Procter & Gamble
Kraft-Heinz
SC Johnson
Georgia Pacific
Coca-Cola
Constellation Brands
Rhinegeist Brewery
Crest
Oral-B
Scope
Old Spice
Tide
Oscar Mayer
Capri Sun