The Unilever brand chose Design Bridge to update the brand, with the new pack design launching first in the US, followed by Europe, and then in other important regions later in the year.
Perhaps the most noticeable change with the new identity is the dramatisation of the blue ribbon motif.
“Hellmann’s Mayonnaise has such a rich story to tell,” said Jim Burton, client business director, Design Bridge. “We looked to reignite and play on that sense of craftsmanship when Richard Hellmann first opened his deli in New York, and to deliverer a new identity and pack reflective of a quality food product.
“The previous design lacked food appeal and emotion, while the blue ribbon and its story was almost lost. The new identity celebrates the heritage of Hellmann’s Mayonnaise and its quality ingredients, and engages at an emotional level which helps in justifying its price point.”
@FoodBev @Hellmanns @Design_Bridge OH NO! Why move away from the iconic jar!? — Adam Baker (@AdamFoodBev) June 5, 2014
@FoodBev @Hellmanns @Design_Bridge OH NO! Why move away from the iconic jar!?
— Adam Baker (@AdamFoodBev) June 5, 2014
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