The Challenge:

To develop a refreshed visual identity and film for Hellmann’s expanded range of flavoured mayonnaises, including Spicy Mayo, Italian Herb & Garlic, Garlic Aioli, and Chipotle Mayo. Building on the core product line, this range required a distinct yet cohesive update one that enhances shelf presence and differentiates each variant.

The Approach:

The approach focused on introducing a more contemporary and stylish aesthetic through the use of bold, vibrant colour palettes and refined, re-illustrated flavour icons. This ensured clearer flavour communication while elevating the overall look and feel of the range, creating a stronger and more appealing visual identity. The process began with hand drawn sketches of each flavour, which were then simplified and refined into stylised icons, designed to communicate each ingredient clearly and effectively.