HEINZ KETCHUP PACKAGING DESIGN
Brand: Heinz Client: Heinz
Development of packaging design for a FMCG product manufacturer selling products in over 200 countries.
Brand: Heinz Client: Heinz
Development of packaging design for a FMCG product manufacturer selling products in over 200 countries.
Task
The release of a familiar traditional product on the market in a new format pure-pack, required updating the packaging design. The agency faced the task of achieving the perception of the product as natural, without and preservatives and food colouring through the design of the packaging. It was necessary to preserve recognizable design elements and enhance the sense of naturalness, freshness and excellent taste characteristics.
Solution
The agency proposed a bold solution for a traditionally conservative product, introducing a photorealistic food zone. To convey the idea of quality ingredients, the agency has created a niche in the upper part of the package, emphasizing the naturalness and taste. The compositional effects of a rich closeup at the top of the packaging overlapping its framing -made it possible to create additional communication between the product and the consumer.
Product Line Differentiation
Differentiation of product line-up was achieved through the colour difference of the logo outline. At the same time, a unified colour code of the brand was preserved. A rich combination of yellow and red colours conveys a sense of taste of spicy sauce.
Brand And Packaging Concept
In the new design, the famous slogan “57 varieties”, reflecting the number of taste variations offered by the company, has acquired the form of a seal confirming the expertise of the product in its category.
“The projects design concept reflects key brand values: high level of expertise, natural ingredients, balanced and harmonios taste of the sause”, - comments Arseniy Soldau.
