The Kraft Heinz corporation houses a number of nostalgia brands such as Shake ‘n Bake, Kraft Mac and Cheese, and Oscar Meyer hot dogs. But possibly no brand is more retro than Jello. And thanks to now-discredited spokes-pariah Bill Cosby and a billion unappetizing school lunches and hospital trays, Jello really needed a facelift.
BrandOpus created a new identity for the 178-year-old dessert brand. In addition to including a drop shadow that would have made any doodled-over 1970’s school notebook cover proud, the fresh logo has the same nature as the actual food. The lettering is thick and globular, plus the tail of the J and the elevated O make the new wordmark look like it has a bit of jiggle.