Production
Unilever · Production
Hellmann'sFour ways in.
A launch design system, worked through in render.
Unilever campaigns →Project profile
The brief.
The build.
- Client
- Unilever
- Format
- Production
- Channel
- Modern retail
- Scope
- Design development
- Campaign
- 2026
- Coverage
- Design system, all formats
Mayonnaise is bought from a chiller, a shelf and an impulse display, and the launch had to arrive at all three without three unrelated fixtures.
Campaign toolkit
One campaign.
Every tool.
4 tools and 10 installation views across retailers and formats.
Tool 01
Entrance arch and product towers
The largest format: a spanning arch carrying the launch line, landing on two stocked towers whose profile follows the bottle silhouette.
The arch lands on two stocked towers rather than bare uprights.
Design development
The span is sized to a standard aisle opening.
Design development
From the angle the bottle profile in the towers reads clearly.
Design developmentTool 02
Bottle-form freestanding towers
The towers standing alone, for stores with no opening to arch. The waisted profile is the bottle silhouette taken to fixture scale.
Standing alone, the pair still frames a route.
Design development
A single tower for tighter floors.
Design development
Shelf pitch and facing count fixed in render.
Design developmentTool 03
Chiller header unit
A header that mounts along the top of an existing chiller run, giving the launch presence in the cold aisle without a floor fixture.
Mounted on the chiller, it needs no floor at all.
Design development
Dimensioned against a standard chiller run.
Design developmentTool 04
Shelf-edge parasites
The smallest format: a clip-on unit that mounts to an existing shelf edge and holds a few facings, for stores that will give the launch nothing else.
Clips to the shelf edge and holds a few facings.
Design development
Repeated along a run, they add up to a presence.
Design developmentExecution notes
What the supplied
project documents.
- 01Entrance arch and product towers
- 02Bottle-form freestanding towers
- 03Chiller header unit
- 04Shelf-edge parasites
PRINTSolutions built one form language — the Hellmann's bottle silhouette in deep blue with a white banner lockup — and worked it into four formats at four different scales.
The bottle curve appears in the tower profile, the arch uprights and the parasite body, so a shopper meeting any one of them reads the same launch.
Source: Hellmann's New Launch Designs, Round 7 — design development renders.
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