# Old-Fashioned Condiment Branding The New Look of Hellmann's Mayonnaise Celebrates Rusticity By Michael Hemsworth | Published 2017-03-31 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/hellmanns-mayonnaise References: [thedieline](http://www.thedieline.com/blog/2017/3/15/hellmanns) & [designbridge](http://www.designbridge.com/) Authenticity reigns supreme in the food and beverage market, so the new branding for Hellmann's Mayonnaise aims to celebrate the brand's roots. Created by Design Bridge, the packaging consists of simple lines, familiar colors and accents such as the founder's signature and fresh eggs. It's no simple feat to balance the tradition of the past with the style of today, but the Hellmann's Mayonnaise branding does so with grace. Aside from mayonnaise, the rebranding also includes tomato ketchup that follows the same suit. The food industry quickly came to focus on convenience and processed ingredients, but has recently seen consumers looking for options that are far fresher and more natural. The branding seen here for Hellmann's speaks to this overarching notion within the industry. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 33% | Activity: 7% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Authentic Branding:** Opportunity to create branding that celebrates the authenticity and roots of a product, appealing to consumers who value tradition and heritage. - **Rustic Packaging:** Opportunity to design packaging with simple lines, familiar colors, and accents that evoke a sense of rustic charm and simplicity. - **Natural Ingredients:** Opportunity to cater to consumer demand for fresher and more natural food options by highlighting the use of real and fresh ingredients in branding and packaging. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry can leverage authentic branding and rustic packaging to appeal to health-conscious consumers seeking fresh and natural products. - **Condiments:** The condiments industry can explore rebranding strategies that highlight the use of natural ingredients, celebrating tradition and appealing to consumers looking for healthier options. ## Related on Trend Hunter - [Wine-Shaped Mayo Bottles](https://www.trendhunter.com/trends/hellmanns-mayonnaise-blanc.md) - [Humorous Condiment-Inspired Campaigns](https://www.trendhunter.com/trends/endcondimenthoarding.md) - [Mayonnaise-Toting Bags](https://www.trendhunter.com/trends/margaret-bag.md) - [Mayo-Inspired Denim Capsules](https://www.trendhunter.com/trends/house-of-hellmann.md) - [Mayonnaise-Carrying Fashion Bags](https://www.trendhunter.com/trends/white-margaret-bag.md) - [Flavor-Enhancing Condiment Sauces](https://www.trendhunter.com/trends/new-hellmanns-sauces.md) - [Retro Snack Rebrands](https://www.trendhunter.com/trends/back-to-nature-1.md) - [Temperature-Sensitive Mayo Jars](https://www.trendhunter.com/trends/hellmanns-smart-jar.md) - [Squeezable Sauce Rebrandings](https://www.trendhunter.com/trends/creamy-sauces.md)