Design firm creates packaging for large-scale Hellmann's-brand products in Asia meant for chefs and restaurants; graphics adhere to, respect products sold in supermarkets but help chefs recognize the more professional approach, says design firm executive

Elyse Blye

BATH, England , November 12, 2013 (press release) – The Singapore-based studio of integrated brand design agency bluemarlin has created strategic positioning and designed packaging for Unilever Food Solutions’ global range of Hellmann’s mayonnaises and salad dressings.

The large-scale products, meant solely for chefs and restaurant owners rather than consumers, have just launched in Asia with introduction to other world markets imminent.

With Hellmann’s history now arching beyond a century and its brand presence in multiple markets worldwide, it’s no surprise that Unilever were looking to create a global framework for Hellmann’s, to drive its consistency whilst accommodating a degree of regional flexibility.

Maintaining Hellmann’s pre-existing brand essence ‘bring out the best’, bluemarlin looked to design packaging that was as strong and proud as the Hellmann’s brand and reflected its established equities. It utilised the blue, white and yellow Hellmann’s owned colour palatte and added a positive curved graphic system like a smile. This helps to bring the recognised elements and associations of its popular mayonnaise to the rest of its range.

Bluemarlin Asia Managing Director Kay Twine commented: “The result is a simple and strong, yet flexible design that allows for easy range navigation that works the world over. Whilst it adheres to and respects Hellmann’s products that are sold in supermarkets, it’s different enough for chefs to recognise the more professional recipes and approach.”

“Chefs are busy people. They need simple solutions to everyday problems. With the simple and honest design and strategy that bluemarlin has provided, we are in a great position to deliver,” said Catherine Bautista, Unilever Food Solutions Global Category Marketing Director – Dressings AAME.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.