Client: Hellmann’s
The Eggshell Mayo was developed as a product-led design and innovation idea for Hellmann’s, addressing a real sustainability problem within food production. Eggshell waste is often sent to landfills, where it attracts vermin and creates sanitation issues. The idea reimagined that waste as a resource, transforming discarded eggshells into a source of calcium used to enrich the product itself.
By turning an environmental liability into a functional nutritional benefit, the concept reframed sustainability as something practical and measurable rather than symbolic. Eggshell Mayo was patented by Hellmann’s and recognized by D&AD, earning one of the most prestigious awards in advertising for its innovation and creative excellence.
My Role
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Led the visual direction for Eggshell Mayo, translating the sustainability concept into a clean, minimal label design that emphasized purity, nutrition, and credibility.
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Developed the label system, color palette, and graphic language, using subtle references to eggshell texture and calcium to reinforce the product benefit while maintaining a premium feel.
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Created the TV spot style case study video to clearly communicate the idea, process, and impact of Eggshell Mayo, framing the innovation in a concise and compelling way for juries, press, and industry audiences.
The Label
The label design translated the Eggshell Mayo concept into a clean, modern visual language. A soft, neutral color palette anchored in whites and light tones reinforced purity and nutrition, while subtle graphic details referenced eggshell texture and calcium. The overall design was intentionally minimal, allowing the idea of sustainability and added value to feel clear, credible, and premium rather than experimental.
