PB Creative design new vegan mayo range for Kraft Heinz

Brand agency PB creative worked with American food and beverage giant Kraft Heinz to develop a new range of vegan mayonnaise. The new range seeks to align with consumers’ health, environmental and ethical beliefs without compromising on taste.

The range, which includes three new recipes, plays to premium vegan category codes while aiming to evoke superior taste and flavor appeal. Each colour coded variant delivers a different flavor.  The dark green background acts as a canvas to hero the key flavor ingredients, while a leaf illustration delivers natural ingredient cues.

“Our aim was to elevate and reinvigorate the vegan experience and remove the perceived blandness from the category. We wanted to create a confident and assertive range aesthetic that communicated flavor at the very heart of the proposition while still reassuring consumers on the van nature of the product,” says Lloyd Moffatt, creative director at PB Creative.