Jello

Jell-O is an iconic brand that’s cemented in culture – even beyond the US market. Like many legacy brands, Jell-O was being outpaced by culture – Jell-O didn’t look as bright as it made people feel. Kraft Heinz wanted to update the 178-year-old brand with an eye on the present and future, without straying too far from its playful roots. We needed to reimagine its outward expression by reconnecting the brand to its simple, childlike wonder.

Any icon will tell you that a degree of reinvention is key to continued relevance, and Jell-O needed to find its inner child again. The breakthrough insight was that the new generation of parents had the same ultra-vivid memories of Jell-O. The brand needed to better align with this intrinsic positivity and evoke a sense of play and imagination that invites parents to create fabulous fun-filled moments with (and for) their kids. We gave them a wonder-filled world that owns the jiggle they first created all those years ago.

The new identity goes back to fundamentals. Jell-O as a product is wobbly, weird, and wonderous. The modern reimagining of the established red logo harnesses the product’s dimensionality and builds the bold new ‘O’ as a distinctive asset that becomes a window into our wonder-filled world. Together with our unique, jiggly fruits & dollops, line-work illustrations create an inviting and imaginative world.