CPB dresses up Hellmann’s

Coley Porter Bell has revamped the packaging for Hellmann’s range of salad dressings, as the brand seeks to move further from its core associations with mayonnaise.

The work is part of a larger ‘brand architecture’ project by the group, which is also intended to give the brand a more consistent visual style, according to Coley Porter Bell creative director Martin Grimer.

‘The work aims to get consumers to think of Hellmann’s beyond mayonnaise,’ he says. ‘The challenge is creating something that has a relationship with the master brand, but still has its own personality.’

The group’s work for the salad dressing range features ‘intimate, close-up photography’ and ‘playful type which gives it a personality’, Grimer says. It is designed to ‘look fresh and more honest and contemporary’, he adds.

The range launches across major supermarkets this month. Hellmann’s has been working to broaden its brand since July last year, when it launched a recipe book and a range of snack sauces, both also designed by Coley Porter Bell (DW 25 September 2003).