The Challenge

Hellmann’s is now the world’s number one mayonnaise brand, renowned globally amongst foodservice professionals as the brand that sets the standard in mayonnaise.

An opportunity arose to launch a quality branded mayonnaise for mid-tier cafes and restaurants, so Unilever Food Solutions engaged Percept – their design agency in Sydney, for this brand label design project.

The Solution

Percept created a new brand label design for the mayonnaise range that focusses on the Hellmann’s name and uses ‘Deli’ as the sub-brand. The reason for this direction was to leverage the great reputation that Hellmann’s has within the foodservice industry. The ‘Deli’ sub-brand helped to position these products according to their intended use.

The new brand label design is basic, clear and simple, which is suited to the foodservice industry, where clarity of communication is of most importance.

Since launching the range, Unilever has seen the target audience embrace the new line of mayonnaise products.