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.
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.
