Jell-O unveils new logo and packaging for the first time in 10 years

The 178-year-old Kraft Heinz-owned dessert maker says the rebrand ushers in a “new visual identity that positions the brand for relevance today and in the future among a new generation of parents” while still honoring ”the brand’s legacy.”

The new design embraces matte block letters shaded with white to give them dimension, its ‘O’ angled slightly upwards. The packaging spotlights that certain products have zero sugar and places impressionist depictions of its fruit flavors on the right side.

By contrast, its retired look displays glossy, narrow lettering with an ‘O’ in a typeface resembling handwriting. The product’s offerings appear as a checklist, while its flavors are depicted literally, with photographs of fruit.

Despite their differences, the red lettering and emphasis on the ‘O’ help keep the brand instantly recognizable.

“As ‘America’s most famous dessert,’ we aim to transcend generations and want to continue bringing our customers on a never-ending flavor journey,” said Kristina Hannant, associate director of desserts at Kraft Heinz. “After 10 years, it was time to take a look at our packaging and bring Jell-O into the future in a bold, playful, wonder-filled way.”

The fresh packaging will hit grocery stores this July and be displayed across Jell-O’s entire product portfolio.

The rebrand was carried out by BrandOpus, whose clients also include Molson Coors, Panera and McCain. Creative director Rebecca Williams said: “With the Jell-O renovation, we’re bringing back the jiggly fun and harnessing the wonder that the brand brings to adults and kids alike. Working with the team at Kraft Heinz, we’ve loved taking on the task of reimagining and reinvigorating the brand for the next generation of parents by creating an imaginative and playful brand world that invites them to see their everyday in inspiringly wonderful ways. We’re excited for the possibilities that the new equities and iconic logo will unlock for the brand to propel it into the future.”

Jell-O’s rebrand marks one of Kraft Heinz’s 18 brands that have launched new brand foundations and pack architectures within the past three years. Earlier examples include Kraft Mac & Cheese, which unveiled a new brand identity in June of 2022, and Shake ‘N Bake, which removed its plastic ‘shaker’ bag last November as the brand’s first step towards sustainability.

Credits:

Chief creative officer: Paul Taylor

Strategist: Amit Kumar

Client director: Alice Waterman

Client manager: Angela Hunter

Creative director: Rebecca Williams

Lead designer: Sarah O’Connor

Production manager: Jennifer Harland

Artworker: Jason Darby & Jeff Russo

Retouching: Myles Dewbrey

Producer: Seona Bell

Copywriting: James Best

3D rendering: Aaron Kaufman

For more, sign up for The Drum’s daily newsletters here.