Every word, image, and symbol on a Kraft dinner box, re-imagined. 

The purpose of this project was to take every element that exists on a Kraft Dinner macaroni box, enlarge them to a 30x40 format, and arrange them in an imaginative, innovative way that expresses a feeling and captures the interest of audiences. This project was possibly one of my most challenging pursuits, and I found that after 12 weeks of process work and 9 drafts leading up to the final poster I was able to break out of any rules and limitations of design, take risks, and push my knowledge of typography, hierarchy and design to a level I thought to be impossible. Prior to this project, I had stood close by rules of the grid, legibility and readable design. Layering, stretching and twisting type felt uncomfortable, but going out of my comfort zone allowed the poster to become one of the most dynamic, engaging and playful pieces I have created to date. 

There are so many small details on a Kraft Dinner box that may seem mundane or unnoticeable in its context, but when rearranged in a completely new way, they allow the eye to dance around the page and notice new details and see things they may not have seen before.

This project is important to me because it allowed me to go out of my comfort zone and push my own limits. It taught me the importance of negative space, a realization I have brought with me since, as well as the importance of iteration. My first draft was static, divided, and boring. Each week, I became one step closer to a final poster which showed unity, excitement, and considerate use of composition.