Creating a distinctive, premium pack for Heinz First Harvest
limited edition ketchup.
H J Heinz wanted to build on their brand's strength and boost
interest by introducing a limited edition product made exclusively
from the first three months' harvest and bottled on-site. They
asked us to design packaging to tempt loyal and new consumers alike
but without overshadowing their core ketchup brand.
Our big brand idea, 'Terroir and Sunshine', captures the essence
of this light, fresh-tasting ketchup, drawing a parallel with the
world of viniculture. We brought the taste of summer to the
table in a sturdy bottle with strong presence, which communicates
its own unique personality yet bears all the hallmarks of the Heinz
brand character. The famous Heinz keystone and back of pack
labels carry carefully selected typography and graphics to speak
the language of quality, crafting and vintage and each bottle is
individually numbered. We told the story of this new member
of the family simply but boldly, confirming Heinz as the tomato
ketchup of choice.