Jell-O, the iconic dessert brand, has unveiled its first rebrand in 10 years, aiming to appeal to a new generation of consumers. The rebrand, which was developed in collaboration with Brand Opus, introduces a fresh visual identity that pays homage to the brand’s vibrant and playful origins.
On July 27, 2023, Jell-O revealed its new logo and updated packaging. The rebrand will be implemented across the brand’s entire portfolio starting this month. The new visual identity is designed to resonate with a new generation of parents, offering a modern aesthetic that still acknowledges its playful, colorful roots.
Jell-O is the 18th Kraft Heinz brand to undergo a refresh in the last three years, reflecting an industry-wide trend of updating visual identities to engage with evolving consumer tastes.
The rebranding effort is a response to changing consumer tastes and priorities. Kraft Heinz has updated the 178-year-old brand with a focus on the present and future, without straying too far from its playful roots. The influence of social media food enthusiasts, who have sparked interest in gelatin-based cakes and frozen treats made with Jell-O, is evident in the brand’s playful experimentation.
Kristina Hannant, associate director of desserts at Kraft Heinz, stated, “As ‘America’s Most Famous Dessert’, we aim to transcend generations and want to continue bringing our customers on a never-ending flavor journey. 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.”
The rebrand, crafted with global branding agency Brand Opus, includes a still-recognizable logo that is “loud, proud and simple” in a font that suggests three dimensions. The brand will move away from literal depictions of fruit and pudding on its products and toward more sensorial imagery that suggests the iconic Jell-O jiggle.
The new design also highlights the fact that select products contain no sugar, a move to connect with younger consumers who are increasingly concerned with healthier snacks. The rebrand will roll out across the entire Jell-O portfolio, including pudding, gelatin, cups, and boxes, starting this month.
With the rebrand, Jell-O becomes the 18th Kraft Heinz label to get a refresh over the last three years. Rebranding efforts across many consumer-facing brands kicked off in earnest during the pandemic as marketers sought to stay connected with consumers seeking comfort and familiarity. These efforts have continued this year as marketers work to maintain those connections during changing times.
Kraft Heinz debuted its first master brand identity in June 2020, and the company has since rebranded Oscar Mayer, Kraft Mac & Cheese, and Kraft Singles, among other products. Heinz also unified its global creative strategy under one brand platform for the first time in its over 150-year history.
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