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Jell-O has been an American dessert staple for as long as we can remember – and we mean that literally. Pearle Bixby Wait trademarked the iconic brand name in 1897, and the product itself dates back to 1845. That’s right. You could buy a sample of Jell-O before the American Civil War. Who knew?
Unfortunately, Jell-O’s sales have been steadily declining since the brand’s peak in the 1960s. The brand’s accessibility and simplicity were once its biggest selling points. Now, with step-by-step digital baking tutorials available at the touch of a button, Jell-O has lost its place as the king of weeknight desserts.
In an attempt to reclaim its crown, Jell-O recently underwent its first rebrand in over a decade. The new logo (right) is bolder, brighter, and more exciting than its predecessor. Huge drop shadows help the new design stand out while bringing a much-needed element of nostalgia. It all feels very retro.
The Kraft Heinz Company’s ambition is to remind consumers of the origins of Jell-O as a fun dessert option. Along with the logo redesign comes a complete packaging revamp that reinforces the brand’s return to its roots as a simple, lighthearted dessert for all the family.
Jell-O’s new look packaging is nostalgic and colorful. A serious upgrade (Credit The Kraft Heinz Company).
Whether this rebrand will impact Jell-O’s falling sales remains to be seen. Connotations of school lunches, hospital meals, and TV dinners mean many consider America’s formerly most-popular dessert old-fashioned and dated.
Perhaps the new rebrand will remind the public of the nostalgic appeal of Jell-O. Perhaps not. But it’s undeniable that this design change is a step in the right direction. A kitschy rebrand may be just what Jell-O needs if it hopes to remind America why it was once the nation’s favorite dessert.
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