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23 November 2018

Kraft Heinz JELL-O Play on shelf and going down a treat!

Helping to bring creativity to desserts and family fun to the kitchen, we've developed a packaging range for Kraft Heinz Foods Company’s newest innovation:   JELL-O PLAY TM.

A contemporary take on the cupboard favorite, JELL-O PLAY aims to redefine the family dessert category. Available on shelves across the US since July, it combines the familiar tastes, textures and colors of the much-loved dessert with a focus on creative play, family bonding time and shared activities.

The JELL-O brand team turned to Equator Design to develop a packaging-design approach as quirky and individual as the product concept, but that would also leverage consumer familiarity with blocks, constructions toys and, of course, the iconic JELL-O brand.

Kraft Heinz set out to develop packaging that would reflect that idea of shared family fun and challenged our team to draw on both the traditions of the brand and familiar packaging from the toy aisle to create something new and different. 

The response was to articulate the brand’s no-rules approach to play on-pack, and bring to life the fun and wide-reaching opportunities for play, including construction, storytelling and creative imagination. The portfolio includes six standard packs that contain edible stickers for families to customize their creations, four JELL-O PLAY Build + Eat Cutters sets with cutters, and four JELL-O PLAY Build + Eat Building Blocks packs with molds used to making building blocks out of JELL-O gelatin.

The team utilized the JELL-O brand’s preferred format and color scheme to establish not only a cohesive look and feel across the full product portfolio, but also to strategically color block the shelf set in aisle. Using a signature green masthead across the top of each pack, for example, was done intentionally to help differentiate pack sizes and colorways for intuitive brand recognition and shoppability.

Development of the JELL-O PLAY concept was supported by research into a wide array of toy brands,  along with food-based family brands. This initial inspiration helped develop a packaging concept that would demonstrate physical play, storytelling and shared cooking and eating experiences from the moment consumers encountered the product on-shelf. The Equator Design team worked with the JELL-O brand team from the concept-design stage through detailed design, photography, artwork and production, utilizing our under-one-roof approach to deliver the complete project in house, including design, typography and food photography.

The range is getting lots of attention from media and consumers, which we're all thrilled about. Working collaboratively with such an innovative team has been a real buzz and the Equator Design team has loved every second of the journey so far.