Miracle Whip overhauls brand identity, designs new alt logo
Published on Wednesday 5/19/2010 @ 9:04 PM by the ALT REPORT Robot
Miracle Whip has been trying for the past several years to ‘rebrand’ itself as a cool condiment that alternative people can use on their foods. Not sure if they are ‘trying to replace ketchup/salsa’ or something like that. It seems like they made a ‘new logo’ that breaks free from the limitations of font-based typography. Instead, they used an emotion-evoking scribble of mayo, similar to the way you zig zag a condiment on ur bread when you make a sandwich. It seems like this ‘raw’ branding decision is trying to appeal to the natural, animalistic human spirit, sorta like how humans used to have to communicate by ‘cave drawing.’
I remember the days when I used to vibe out hard to this commercial, thinking about sweet rooftop parties where me and my bros would eat tons of mayo, and use it as a mixer in our ‘vodka + mayo’ drinks.
I wonder if Miracle Whip is ‘the new Volkswagen.’ Maybe they can make a series of ‘hipster bashing’ commercials that get blog coverage.
It feels as if this happened yesterday, but almost a year ago, we reported on the redesign of the mayo-alternative, Miracle Whip, and its repositioning as the coolest spread in town. That deliciously retro design is now gone, in the blink of an eye, and in return we get a more gooey rendition of the name and something that resembles more what they had before the change last year. Despite the quick switcharoo, it’s nice to see that they still aimed for a certain simplicity and the new packaging is as minimal as you will find on the shelves; it’s actually quite striking with that big MW.
Do u think this new logo will help Miracle Whip to become as popular as Coca Cola?
Do u use Miracle Whip?
What is the most alt/authentic condiment?
Is ‘ranch’ for white people?
65 comments to “Miracle Whip overhauls brand identity, designs new alt logo”
May 19th, 2010 at 9:11 pm
blam
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May 19th, 2010 at 9:21 pm
bravo MW, i feel like this mayonaise substitute really gets me and my creativity/uniqueness/desire to not conform to a standard condiment label. i was gonna become some type of artist to try and express myself and my emotions but i dont feel the need anymore, just gonna eat miracle whip 24 sev
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May 19th, 2010 at 9:24 pm
neon ind should supply music for this campane
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//////////Reply by insane clown penis
//////////Posted May 19th, 2010 at 10:40 pm
via white label sound?
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//////////Reply by Mancomb
//////////Posted May 20th, 2010 at 7:16 am
@specbro, Whole Wheat Summer.
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//////////Reply by Gritto
//////////Posted May 20th, 2010 at 12:57 pm
@Mancomb, i lol’d
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May 19th, 2010 at 9:43 pm
mw wins with sriracha a close 2nd
squiggle suggests 2 alt bros w/fist up [via black panthu]
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May 19th, 2010 at 9:45 pm
oooold newss
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May 19th, 2010 at 9:47 pm
this is a fucking stupid post, yo
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//////////Reply by charles BROkowski
//////////Posted May 19th, 2010 at 9:59 pm
@sweet dick willie, (via unrepentant product placement)
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//////////Reply by Elle
//////////Posted May 20th, 2010 at 1:31 am
@sweet dick willie, this blog is turning into that aunt you accidentally approved on facebook and she always sends you links to really old things she thinks you think are funny to show how hip she is. Next thing we know he’s gonna be blogging about lolcats.
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//////////Reply by bro noir
//////////Posted May 20th, 2010 at 12:19 pm
@Elle, true ouch. this is old, fire this ghostwriter.
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May 19th, 2010 at 9:50 pm
@Altso Frightened, addicted 2 sriracha
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//////////Reply by kumquatparadise
//////////Posted May 20th, 2010 at 9:31 pm
@Adobe Slabs CS4, me 3//call it ‘cock sauce’ re: male rooster on front. luv cock sauce in my mouf.
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May 19th, 2010 at 9:51 pm
ppl are dying right now and all carles writes about is miracle whip. i miss hro 2k7 :[
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//////////Reply by tommy
//////////Posted May 19th, 2010 at 10:04 pm
@csacsc, miss the days when carles blogged about rwanda or whatever the fuck
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//////////Reply by Lola
//////////Posted May 20th, 2010 at 12:51 am
@tommy, whatever the fuck was ruff for me, i lost family to it
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May 19th, 2010 at 9:54 pm
HIPSTERS DON’T EAT ALTMAYONAISE. THEY EAT HUMMUS.
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//////////Reply by xSurfbl00dbr0x
//////////Posted May 19th, 2010 at 9:54 pm
@xSurfbl00dbr0x, MAYONNAISE* SORRY 4 DA TYPO, BROS
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//////////Reply by saudi altrabia
//////////Posted May 19th, 2010 at 10:36 pm
@xSurfbl00dbr0x, those bearded bros in keffiyehs eating hummus arent hipsters bro, theyre arabs.
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//////////Reply by Elle
//////////Posted May 20th, 2010 at 1:34 am
@saudi altrabia, bahahaha oh god
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//////////Reply by the freewheelin'
//////////Posted May 20th, 2010 at 11:15 am
@saudi altrabia, wtf? I just thought everyone was selling their turntables and buying kalashnikovs…(via losing my edge/gaza hillside settlements)
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//////////Reply by Bear Grylls
//////////Posted May 20th, 2010 at 6:51 am
@xSurfbl00dbr0x, like to differentiate myself in my condiment-style, which is why I eat Veganese. Probs made by Kraft or something, and will contribute to the death of people via ciggie smoking. But at least it makes me feel superior to other human beings in one more microcosmic way yall.
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May 19th, 2010 at 10:03 pm
http://www.youtube.com/watch?v=2IvweFsAMag
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May 19th, 2010 at 10:07 pm
HRO = dead 2 me
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May 19th, 2010 at 10:12 pm
Do the mayo/dressing companies feel like they are missing a huge demographic? Or did they feel they needed to re-vamp their image to appeal to alt dads and cool moms? Because in the great mayo race, eff Hellman’s, I am all about graphic designs on my salad dressing.
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//////////Reply by tommy
//////////Posted May 19th, 2010 at 10:25 pm
@Drunk Aaron Neville, I think Hellman’s has an alter name
hell is edgy
don’t think many altbros/baguettes are into “miracles”, tho (via agnosticism/atheism), but the icp memevid might change that
also I think that gross sweet stuff is generally “passé” now that everyone thinks they’re a chef via watching cooking shows
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//////////Reply by insane clown penis
//////////Posted May 19th, 2010 at 10:38 pm
@tommy, ‘fucking mayo, how does it work?’
imagining icp squirting miracle whip onto a sea of grateful juggalos. whitest rappers ever.
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//////////Reply by the freewheelin'
//////////Posted May 20th, 2010 at 11:21 am
@insane clown penis,
faygo vs. mayo: the dark carnival of midwestern dietary choices
May 19th, 2010 at 10:38 pm
yo guys im gonna go make some miracle whip crostinis anyone want some
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May 19th, 2010 at 10:50 pm
feel like mw is a natural alt condiment for my lifestyle. that’s why this new marketing campaign doesnt feel forced at all. mayo is creamy, classic, and most importantly, chill, but mw takes it to the next level by adding that little zip, an edge, a rebel yell. its the same difference between 80s soft rock (so mayo) and chillwave (zippy).
def ‘feeling it (mw) all around (my mouth)’.
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//////////Reply by tommy
//////////Posted May 19th, 2010 at 11:08 pm
@look at that fuckin miracle whipster, WITH A REBEL YELL
SHE CRIED “NO! MA! YO!”
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May 19th, 2010 at 10:52 pm
i think the old container is more alt…
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//////////Reply by amber
//////////Posted May 20th, 2010 at 12:16 am
@ZUCCURES, I was thinking the same thing, it’s “retro”
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//////////Reply by ZUCCURES
//////////Posted May 20th, 2010 at 12:47 am
@amber, retro is the proper word for it, bro
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//////////Reply by david bowie
//////////Posted May 20th, 2010 at 7:18 am
@amber, 50′s-60′s design is mainstream now via mad men, zooey deschanel etc
if it had something that conjured up the 90s it would b good + alt
like crystal pepsi
http://images1.makefive.com/images/200905/6ea88f933a09dee9.jpg
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//////////Reply by amber
//////////Posted May 20th, 2010 at 10:17 pm
@david bowie, toooo true bro
May 19th, 2010 at 11:18 pm
this is stupid what would be cooler is if they went retro or logoless
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//////////Reply by Lola
//////////Posted May 20th, 2010 at 12:53 am
@joey, logo-less would be disgusting, then everyone could see what they were eatinggg!!1
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May 19th, 2010 at 11:40 pm
When was the last time this blog blogged about something that wasn’t mnstrm? All the goddamn time it’s Justin Bieber and Davey Becks and Miracle Whip and Neon Indian.
ALT IS DEAD.
HRO IS MNSTRM.
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//////////Reply by amber
//////////Posted May 20th, 2010 at 12:15 am
@Abroham Lincoln, true story bro
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May 19th, 2010 at 11:42 pm
Mayonnaise is for white people.
But Miracle Whip is a relevant brand via product placement in Lady Gag’s video.
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May 19th, 2010 at 11:49 pm
miracle whip is fucking repulsive
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//////////Reply by amber
//////////Posted May 20th, 2010 at 12:17 am
@brory, alts use vegenaise
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//////////Reply by For Reverend Meme
//////////Posted May 20th, 2010 at 1:10 am
@brory, don’t be so mayo
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May 20th, 2010 at 12:05 am
goddammit, carles.
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May 20th, 2010 at 12:15 am
I always hated that commerical. “We won’t tone it down” you’re fucking mayonaise with “zest” get the fuck over yourself
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May 20th, 2010 at 12:25 am
cum
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May 20th, 2010 at 12:26 am
miss getting personal emails from you crls
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May 20th, 2010 at 12:53 am
but, wouldn’t mayonnaise be more ‘authentic’ than a mayonnaise substitute?
feel confused.
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//////////Reply by For Reverend Meme
//////////Posted May 20th, 2010 at 1:14 am
@contents, DON’T BE SO MAYO
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May 20th, 2010 at 1:01 am
altlogo or not, it still tastes like shizz.
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//////////Reply by the freewheelin'
//////////Posted May 20th, 2010 at 11:17 am
@thexxo, i am agree. all the white sauces, ranch, mayo, sour cream, whip…they can’t shake their jizzlike qualities. (via contradictory veganism/latent homophobia)
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May 20th, 2010 at 1:10 am
what would be really alt is if it was like a generic food product from the 80′s that said just, “WHITE STUFF” or “MAYO SUBSTITUTE” via Repo Man.
i wonder if you’re supposed to smoke DMT to really get the new MW packaging. the voices in my head say definitely yes.
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May 20th, 2010 at 1:19 am
me an all me bro pop pills
and rub mw on each other
we wont tone it down
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May 20th, 2010 at 1:46 am
Old logo was better. Use real mayonnaise (i.e. Hellmans or Best Foods depending on your coast). Cholula and Sriracha are contenders for best condiments. This is such boring shit. What does this have to do with anything?
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May 20th, 2010 at 4:04 am
that shit aint mayonnaise!
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May 20th, 2010 at 8:30 am
also featured in the lady gaga telephone video
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May 20th, 2010 at 10:18 am
Altest condiment is Bearnaise – a sub-genre of condiments within a sub-genre of condiments. Also, if you can find unsweetened Maggi Chili Sauce, congratulations, you’re one step closer to being on my lvl… Sriracha… is some entry-lvl shit. Get with it.
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May 20th, 2010 at 11:32 am
looks like ‘map of HI’ or ‘Tilda Swinton’ or ‘Cubs win!’
via nick manning
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May 20th, 2010 at 1:54 pm
fuck miracle whipz its helmans motherfucker helmenz is the alt mayo of choice
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May 20th, 2010 at 1:58 pm
couldn’t bring myself to read this one!
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May 20th, 2010 at 2:02 pm
I feel like I want to lather down the kayak on the top of my volkswagon with MW while downloading pics of Zoey Dashenell on my iPad.
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May 21st, 2010 at 7:45 am
We were a MW family growing up in the 70s. I didn’t know what real mayo was until my first boyfriend, who thought I was a freak for using MW on my turkey sammiches. I kept bringing home boys who preferred may to MW. This did not go over well. My husband of 5 years is also a mayo-eater. My family has come to terms with it. Me, I don’t eat any of that crap any more. Hydrogenated oils can really fuck a person up, y’know?
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May 23rd, 2010 at 2:48 am
so i herd u like toksinz? http://www.youtube.com/watch?v=GppQdgbzceg
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