Client
Heinz
Agency
Grand Union
Client Brief
Off the back of first round sign-off on Love Sauces for Heinz, I was tasked with revamping heinz.co.uk in alignment with the “It has to be Heinz” campaign, aiming to elevate brand awareness.
My Role
Design Direction
UI Design
Design Solution
In 2006 I designed a bold new look for Heinz, starting with a simple idea… make the logo BIGGER. It wasn’t in the brief, but I saw the opportunity to elevate brand recognition. The design blended nostalgia and modernity, with rounded corners and soft gradients that felt familiar yet current at the time.
Today I would improve the UI design, but I still believe making the logo the hero is a win.
Heinz
BF002C
Pasta
FECB00
Weight Watchers
561A64
Beanz
008497
Soups
8E000E
Baby
C67700
Sauces
007138
I made the logo BIGGER!
Brand Recognition
By letting that iconic Heinz shape be the hero, we were creating a visual rhythm. Like a secret ingredient, that logo didn't just say "Heinz," it sang it. The branded colour blocks gave the design an exciting visual language, and capitalised on each brands unique colour within the Heinz Family.
Visual Cohesion
I designed every detail to make the product the hero. We photographed each product in soft lighting, wrapping each pack in a gentle gradient, fading from light to dark. The result felt like a time capsule, nostalgic, warm, and unmistakably Heinz.
