Hellmann's Classic

In this project, also fictional, the main goal was simply a packaging redesign: a new presentation, a refresh. To do it, just as with the Zambos project, I went through my reference boards on different themes and came up with the idea of using, or adapting, the perforated edge of vintage stamps in the packaging design, combined with a more modern element, which in this case is the typography. Although I did use a serif font for the mayonnaise variant, I didn’t want it to look old-fashioned, but rather to have a mixed touch.

One of the requirements was to use no more than four spot colors, and therefore to take advantage of the white of the packaging material, in this case PVC, as a complement that plays with the design.

And speaking a little about the image, well, I confess: I made it with artificial intelligence. I think the result turned out quite well and, after several tests generated with both ChatGPT and Grok, the latter gave me better results. I only retouched the colors a bit in Photoshop. You have to use the new tools, but there are always details that can be improved by hand, at least as of today. In this case I didn’t make any sketches; it was all created in my head and executed in one go in Illustrator.