Jell-O is back with a bang after a modern redesign for the first time in 10 years by branding agency BrandOpus.
A new logo presents matte block letters with white shading and the recognizable “O” angled slightly upwards, reminiscent of the classic “Jell-O” logo. Unlike its previous packaging design, which featured realistic photographs, the product’s flavors are now depicted through illustrated and colorful images.
The brand’s new visual identity maintains Jell-O's legacy while modernizing its aesthetic and making it more appealing to younger generations.
“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,” said Kristina Hannant, the associate director of desserts at Jell-O's parent company, Kraft Heinz.
The Jell-O rebrand marks Kraft Heinz’s eighteenth brand relaunch in the past three years, including for Kraft Mac & Cheese and the legendary Shake ‘N Bake.
“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,” stated Rebecca Williams, the creative director of BrandOpus.
“We’re excited for the possibilities that the new equities and iconic logo will unlock for the brand to propel it into the future,” she added.
The redesign presents a fresh take on the 178-year-old Kraft Heinz dessert, ushering it in for a new generation.