The brief was to reiterate the product's category-leading position, and to emphasise its superior quality and taste to consumers. The new pack design is launching first in the US, followed by Europe, and then other important regions later in the year.
A core ethos for both Unilever and Design Bridge, according to the agency, is 'crafting brands for life', whereby the full personality of a brand and its relationship with consumers is understood and leveraged for ongoing growth. As such, for Hellmann's Mayonnaise – one of Unilever's core product ranges – a key driver for the new identity was to future-proof the brand with a clear brand statement highlighting product quality and food appeal.
Another part of the brief to Design Bridge was that the new single identity and packaging range design for Hellmann's Mayonnaise should reflect the brand's leadership position and price point and aid in delivering consistency globally.
Having celebrated its 100-year anniversary in 2013, it was also an opportunity to acknowledge the heritage of Hellmann's Mayonnaise and re-evaluate some of the key brand equities that over time had become obsolete, or lost across international variations.
Perhaps the most noticeable change with the new identity is the dramatisation of the blue ribbon motif. Reflecting the real blue ribbon famously used as a sign of top product quality by Richard Hellmann in his New York deli, the new identity pays homage to this and reinvigorates what had become a tired equity into one which underscores the quality of the real ingredients in Hellmann's Real Mayonnaise.
In addition: the backdrop is richer, more creamy, and has more texture to reflect the product and drive taste and pleasure appeal; Greater emphasis is given to the word 'Real' to highlight the quality ingredients; the typography on pack has been softened to reflect the food values of the product; and the well-known 'Bring Out The Best' slogan has been positioned more prominently within the iconic blue cartouche, driving the message that with Hellmann's Mayonnaise you can elevate your day – for example making a 'good' sandwich into a 'great' sandwich.
