Jell-O’s Retro Rebrand May Just be the Smartest Design Move of the Year

Robert Reeve.
July 31, 2023

The new logo design aims to capture the nostalgia and inherent lightheartedness of America’s former favorite dessert product.

Jell-O’s Retro Rebrand May Just be the Smartest Design Move of the Year.

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.

Robert Reeve

Robert is an experienced marketing professional with extensive experience working with brands to refine go-to-market plans, SEO campaigns, and content marketing strategies. A committed writer with a keen eye on the latest developments, Robert specialises in producing content across all things tech and marketing.

Read Next

20 Mind-Bending Illusions That Will Make You Question Reality

Mind-bending videos. Divisive Images. Eye-straining visuals. This list of optical illusions has it all. Join us as we…

15 Best New Fonts, February 2024

Welcome to February’s roundup of the best new fonts for designers. This month’s compilation includes some innovative…

The 10 Best WordPress Quiz Plugins in 2024

Whether it’s boosting your organic search visibility or collecting data for targeted email marketing campaigns, a great…

20 Best New Websites, February 2024

It’s almost Valentine’s Day, so this latest collection is a billet-doux celebrating the best of the web this month.

Everything You Need to Know About Image Formats In 2024

Always trying to walk the tightrope between image quality and file size? Looking to branch out from JPGs and PNGs this…

The 10 Best Logos of 2023 - Ranked

From vintage aesthetics to innovative new color schemes, we’ve seen a lot of creative logo designs this year. In this…

Exciting New Tools for Designers, February 2024

2024 is well underway and shaping up to be an interesting year. So, to help you keep your focus on working hard and…

The Art of Engineering AI Prompts

In the rapidly evolving world of artificial intelligence, the ability to communicate effectively with AI tools has…

15 Best New Fonts, January 2024

In this month’s roundup of the best new fonts, we find a large number of vintage, retro, and revival typefaces. Is it…

5 Web Design Disasters That Will Ruin Your 2024

Welcome to 2024, where web design is as fast-paced as ever. You know how crucial a killer website is nowadays — your…

14 Best Free SEO Tools in 2024

There is an ongoing debate about whether design is more art or more science. SEO is 100% alchemy; if you know where to…

3 Essential Design Trends, January 2024

Forget the cold, the web design space is hot with plenty of new trends taking root in 2024. From amazing animations…