Retro Jell-O

Last month, Kraft Heinz had Jell-O rebranded. This after having a successful decade run with their last visual brand.

The powdered fruit-flavoured gelatin dessert is so popular that most people at some point have been served it at school or a hospital cafeteria. The original dessert started in New York in 1897 by adding fruit flavouring to sugar and granulated gelatin. When you add water, it solidifies. Jell-O was very successful with the public.

Kraft Heinz has slowly been working thru all their properties and rebranding them. I can understand why. When you rebrand packaging, it stands out on the shelf. You have to be careful how often you rebrand your products. It can lose its brand power. You have to balance the two and make it work for your business.

Jell-O Rebrand

I love the no gradient, flat, bright colour palette. The red bubbly font has a typography treatment of a thick white drop shadow. I think it’s a great choice to keep the red colour. It ties in the old brand with the new brand. The red colour and white drop shadow combined makes the logo jump out on any background. It reminds me of my childhood but also is very modern.

Their packaging has also been updated. They have decluttered the front of their packaging. This gives attention to the most important text. The fruit and other illustration is more stylized and uses the flat colours that the logo uses. Overall this rebrand is very cohesive and would grab anyone’s attention on the shelf at the grocery store. It also gives off a retro vibe that people love.

What you can take away for your business?

Are you planning on rebranding? Is there any aspect of the brand that you could keep, like how Jell-O kept the logo’s red colour? How can your packaging design work seamlessly with your logo?

High Five Creative’s Blog features branding techniques of exceptional businesses. All the logos and other marketing materials are owned by Kraft Heinz. High Five Creative was not involved in the creation of these assets.

Join my email list.

Sign up to receive exclusive curated content, blog and news updates.