Hellman’s unveils strategic positioning and designed packaging for Asia with Bluemarlin
Unilever Food Solutions’ global range of Hellmann’s mayonnaises and salad dressings has unveiled its packaging as the products for chefs and restaurant owners rather than consumers launches into the Asian market.
Created by Bluemarlin, the packaging utilised the blue, white and yellow Hellmann’s owned colour palatte and added a positive curved graphic system like a smile.
“The result is a simple and strong, yet flexible design that allows for easy range navigation that works the world over,” said Bluemarlin Asia managing director Kay Twine. “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.”
Unilever was looking to create a global framework for Hellmann’s, to drive its consistency whilst accommodating a degree of regional flexibility.
“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.
The large-scale products will be introduced to other world markets imminently.
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