Visual Brand Identity

Jell-O

We helped Jell-O reignite their iconic brand for the first time in a decade

How could Jell-O develop a fresh, whimsical and joyous brand identity…

...That taps into adult’s nostalgia while getting kids excited about the Jell-O-vers

The Approach

An two stage approach, inspired by design thinking, helped us provide strategic guidance and instil confidence
With Qual, we applied behavoural principles to deep dive into the designs, incorporating drawing tasks and gamified exercises to evaluate which design felt like the right expression for target audiences
With Quant, we validated optimized designs using our proprietary DesignCounts approach; grounded in behavoural economics, and using current pack & competitor benchmarks

The Impact

Providing confidence to make a bold, exciting pack change to a brand steeped in nostalgia
Validating redesign rollout across the portfolio
Resulting in a rebrand lauded in the media upon release

“TBP’s qualitative and quantitative consumer testing with kids and parents was integral in helping us create, and validate the new design…..The new look and feel still honours the brand’s legacy, but brings Jell-O into a vibrant future with a modern aesthetic that stays true to its playful and colorful roots.”

Kraft Heinz

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