In response to the ‘war on big food’, Hellmann’s embarked on a journey back to their iconic story of their founder, Richard Hellmann. He tied a blue ribbon around each and every jar of mayonnaise in his New York deli.

We revolutionised the visual identity, introduced traditional American deli aesthetics and brought life and colour to a brand that has elevated sandwiches and soups since 1913. The brand architecture brought form to Hellmann's extensive portfolio of products across the globe, inspiring new innovations.