«Heinz» mayo package design.
The famous «Heinz», apart from its well known worldwide ketchups, also has mayonnaise in its product line up. Until recently, «Heinz» had been making Provensal mayonnaise, and now it’s bringing in new varieties: «classic», «olive» and «lemon juice». «Heinz» is going to bring «provensal» out of sale gradually, replacing it with the new makes. Package design of the new varieties was done by our agency.
Objectives.
Mayonnaise market of Russia was spread between low-price and mid-price segments. And there was lack of offer in the premium-segment. New recipe development, production of new product with no preservatives or GMO, expanding the product line with three new sorts, new package development – are all stages of the «Heinz» new plan, the goal of which is to occupy a worthy place in the premium segment of Russian mayonnaise market.
Mayonnaise market of Russia was spread between low-price and mid-price segments. And there was lack of offer in the premium-segment. New recipe development, production of new product with no preservatives or GMO, expanding the product line with three new sorts, new package development – are all stages of the «Heinz» new plan, the goal of which is to occupy a worthy place in the premium segment of Russian mayonnaise market.
Solution.
The new «Heinz» mayo design has the family attributes of the firm’s product line, and simultaneously defines the mayonnaise’s category. Slightly tilted keystone puts the design apart from the traditional «Heinz» products, making the new thing look very modern. Color code inside the keystone helps the customer take bearings in mayonnaise varieties.
The new «Heinz» mayo design has the family attributes of the firm’s product line, and simultaneously defines the mayonnaise’s category. Slightly tilted keystone puts the design apart from the traditional «Heinz» products, making the new thing look very modern. Color code inside the keystone helps the customer take bearings in mayonnaise varieties.
Big attention in the design is given to the ingredient zone. New label was decorated with a production shoot of three refined salads. A separate part of the salad located on the fork has a picture of the product itself on it.
A complex, gradient transition, dark green background finalizes the product image and chiefly defines the mayonnaise category in the «Heinz» product line.
The new «Heinz» mayo design nicely fits in to the general concept of «Heinz» high quality products which provide customers with maximum taste of the natural, healthy and GMO-free high quality food dressing.
