Rebranding mayonnaise

I am not a big fan of mayonnaise but if I had to choose between Hellmann’s or Miracle Whip; I’d rather spread with Hellmann’s. It just tastes better. On the way back to the office, I saw this giant add showing the new image and cool branding of Miracle Whip, or MW as it is currently labeled. It’s interesting to me that that there is this idea of coolness with abbreviated names. And did you notice the typography in the ad itself and with the “MW”? They’re using a sort of grunge font to grab your attention as if to yell at you; can you hear them? The “MW” is much more relaxed and simplified than previous designs but always associated with fun especially in the packaging.



Here are some past labels for Miracle Whip for comparison.




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