Jell-O’s brand story dates back to 1897, when Pearle Bixby Wait trademarked the name for a dessert that combined granulated gelatin and sugar with flavourings such as strawberry, raspberry, orange, and lemon.
Once known as ‘America’s most famous dessert’, Jell-O’s influence had been waning in recent years. The brand’s owner Kraft Heinz approached BrandOpus to help reverse this trend and create a visual identity that would “transcend generations”.
While the previous branding, which debuted a decade ago, featured glossy, narrow lettering, a soft gradient, and a calligraphic ‘O’, the new identity embraces a more nostalgic look and feel.
The logotype incorporates red matte block letters with a white drop shadow, placing particular emphasis on the oversized ‘O’. The satisfyingly chunky symbol is also incorporated throughout the rest of the identity as a framing device and pattern.
The revamped packaging replaces the photography seen previously with jelly-inspired 3D illustrations, adding to the retro look that other heritage brands such as Burger King, Minute Maid, and 7UP have also adopted in recent years.
BrandOpus creative director, Rebecca Williams, says: “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.”