Bluemarlin and Unilever Food Solutions creates a global framework for Hellmann’s

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.