Hellmann's Squeeze

A revitalized package design retains the brand's powerful equities and mainstream brand positioning, while accommodating a new bottle size and shape for the US market. Warm, rich color tones around the wordmark enhance the new structure’s smooth curves and also speak to the friendly, approachable nature of the brand. Real food photography replaces illustrations and conveys a wholesome, delicious food offering for everyday use. “Easy Out” messaging is still relevant but does not overpower the brand. A family look is achieved even with the combination of "top up" and “top down” bottle openings – where the graphics need to work in both directions.