Why Hellmann’s Jar Shape Is a Genius Branding Move

Hellmann’s is doing something clever right in front of you — with their small mayo packets. It’s a subtle but powerful move that helps you remember their brand more.

For context, Hellmann’s is owned by Unilever and is said to be the number one global mayonnaise brand. According to their official reports, it became a $2 Billion USD brand in 2022 and entered 18 new markets.

The Clever Move

They’re using their jar shape even in their small packets — even though there’s no real need for it.

They could’ve just used their logo, colors, and typography. That alone would’ve done the job. But no, they added the jar outline too. Why?

This packaging strategy mirrors Coca-Cola’s iconic glass bottle — a design that became part of every marketing piece, every ad, every brand memory. You know the Coke bottle so well that even its silhouette instantly tells you it’s Coca-Cola.

Hellmann’s is doing the exact same thing. The jar isn’t as iconic yet, but with repetition, it will be. The more often your brain sees that jar shape, the faster it recognizes the brand — even without the logo.

Repetition Builds Recognition

This is what many new and old brands can learn from. Repetition of key brand elements — colors, tone of voice, shapes, packaging design — is how brands become memorable.

Most brands get tired of themselves long before customers even recognize them. They jump to redesigns or rebrands too soon, especially those with multiple SKUs or a new market presence.

When (and When Not) to Redesign

There are good reasons to rebrand: when your identity isn’t strategically right, not appealing, or failing to attract attention. But if your identity is strong, consistent, and performing — don’t change it. Keep repeating it until it becomes iconic.

Consistency creates familiarity. Familiarity builds trust. And trust drives sales. That’s the long game Hellmann’s is playing — and playing smart.