SINGAPORE – Unilever has launched a new foodservice packaging range for its Hellmann’s mayonnaises and salad dressings in Asia, featuring a design that not only emphasizes the brand image but also accommodates a degree of regional flexibility.
Integrated brand design agency bluemarlin helped create strategic positioning and designed packaging for Unilever Food Solutions’ Hellmann’s large-scale products - meant solely for chefs and restaurant owners rather than consumers - in Asia, with introduction to other regional markets imminent.
With Hellmann’s history now arching beyond a century and its brand presence in multiple markets worldwide, Unilever wanted 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.
The design agency’s Singapore office for Asia operations 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.
From its roots as a UK packaging design firm, bluemarlin has evolved into an international brand consultancy with offices in Europe, America, Asia and Australia. The 20-year old independent company offers a fully integrated process led by dedicated teams comprised of strategic planners, 2D and 3D designers, production realization managers, supply chain and manufacturing specialists and client service managers to guide clients from idea inception through to implementation at point of sale.