Hellmann's is looking a bit more blue these days. Brand design agency Design Bridge is unveiling a new brand identity for the Unilever-owned real mayonnaise brand that emphasizes Hellmann's iconic blue ribbon —historically a symbol of top quality—in an effort to link the brand more closely to its roots as a product from founder Richard Hellman’s classic New York Deli.
"Hellmann's Mayonnaise has such a rich story to tell," says 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."
Ultimately this overarching brand statement is to highlight product quality and food appeal. As such, other key elements of the identity reboot include a backdrop that is richer, more creamy, and has more texture to reflect the product and drive taste and pleasure appeal.
At the same time, there's a greater emphasis to the word 'Real' on all packaging and messages to highlight the quality ingredients. The typography on pack has been softened to reflect the food values of the product. And the brand's long-standing 'Bring Out The Best' slogan has been positioned more prominently within the iconic blue image.
"Born in a deli over 100 years ago, Richard Hellmann crafted and nurtured a product that is now truly loved by over 450 million people in over 50 countries," says David Lowes, Senior Vice President of Dressings, Unilever. "This redesign continues the commitment to quality and taste and brings back to life our Blue Ribbon - our stamp of quality used by Hellmann himself in his New York deli.”
International appeal was a clear priority. This new branding visual has been protected with an application to register it as a distinctive trade mark in over 45 countries.
The new pack design launches first in the U.S., followed by Europe, and other regions later in the year. Hellmann's is also known as Best Foods in certain regions, including on the West Coast.