Revitalizing Blue Plate's packaging to leverage its New Orleans heritage and drive national market expansion.
Blue Plate, the 5th fastest-growing mayonnaise brand established in New Orleans in 1927, needed to update its packaging to reinforce its premium positioning and expand beyond its core Southern market. As one of the first commercially prepared mayonnaise brands in the country, Blue Plate faced the challenge of highlighting its unique “All Yolk Recipe” and rich heritage while appealing to a broader audience. The brand needed to communicate it’s distinctive recipe and authentic roots, while standing out on increasingly competitive shelves—all without alienating its loyal customer base.
Our data-driven approach led to a design that blended historical elements with contemporary appeal. The new design drove a 12 point increase in purchase intent compared to the original packaging. The rebrand not only improved shelf standout and consumer appeal but also supported premium pricing perceptions. The new packaging effectively leveraged Blue Plate’s New Orleans heritage and “All Yolk Recipe” as key differentiators, positioning the 95-year-old brand for growth and increased market share.