HELLMANN’S LIFTS IT

Facing a changing food culture and heightened consumer expectations, mayonnaise category leader Hellmann's initiated a brand refresh to
re-establish its market dominance. The core insight driving the strategy was that consumers are tired of overhyped food trends and instead seek real, quality enjoyment in their everyday meals.

The central idea became "Hellmann’s Lifts It," a concept inspired by the brand's historic blue ribbon, which has signified top-quality mayonnaise for over a century. This positions a dollop of Hellmann's as the key to elevating simple food into something extraordinary.

This concept was executed through a comprehensive global brand identity system. The iconic blue ribbon was amplified in a refined logo,
a new ‘H’ monogram, and redesigned packaging for over 90 products.

THE MOTION IDENTITY SYSTEM

Inspired by the impact a dollop of Hellmann’s can have on a humble sandwich, we took that optimism and built a digital first motion design system from it, that directly embodies everything that "Hellmann’s Lifts It,” inspires.

The brand’s cartouche was reimagined as a flexible "window" showcasing "lifted" food and moments that meant no matter the canvas, it felt undeniably Hellmann’s.

Creative Director Natalie Bradbury, Motion Design Director + Producer Tash Dowdall, Graphic Design Craig Riseborough + Susie McGowan Motion Graphics Tash Dowdall + George Colledge, CGI Richard Vernon-Smith, Jakub Z. and George Colledge, Client Partner Owen McAleer

Creativepool Annual 2026 Double Award Winner

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Branding, Silver. Packaging Silver

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Creativepool Annual 2026 Double Award Winner ★ Branding, Silver. Packaging Silver ★

SOCIAL-FIRST THINKING

Whilst a big part of the project was the brand identity refresh, the development of the motion graphics - how the brand lives and breathes off pack, was incredibly important. We explored everything from the personality of the type, the playfulness of the cartouche, to all the digital touch points such as Social Content, YouTube Ad bumpers, Intro Cards, End Cards, Sponsored Ads and TVC End Frames.