Mazola Logo Evolution & Packaging Redesign
p1. Logo Evolution: Ach Food Companies was ready to redesign their Mazola line of cooking oils. They needed help to think strategically about the overall Mazola brand. During this collaboration, three objectives came to the surface:
1. Update the Mazola logo
2. Redesign the base oil packages
3. Make the ‘Pure’ brand spray fall under the same equity as base oil, and apply to the more cost effective bottle die.
The logo update refreshed the letterforms, making them a little more rounded, dimensional and friendly. With the addition of the tilde symbol, we were able to better resonate with their Hispanic base consumer.
p2. Base Oil Package: The new logo in place, the evolutionary package redesign leaned on fresh photography, an update to the old vector vegetable art. We also improved the ability to quickly differentiate between the SKUs with the addition of colored caps.
At the top of the label an endorsement from the American Heart Association was touted as a key benefit to consumers. On the necker, the 0 grams of trans fat message was updated and enhanced for a stronger read.
p3. Spray Oil Package Redesign: The Mazola Pure line of cooking sprays was very expensive to produce, and it’s impression was off equity. The packaging update helped the Pure line to better connect people to the look they know and love, and increased consumer recognition of Mazola Pure as a tried and true brand.