Jones Knowles Ritchie gives Heinz a brand makeover

Heinz wanted to create brand unification across categories, geographies and brand experience touch points.

Heinz beans

British creative agency Jones Knowles Ritchie (JKR) has created a cohesive new look for Heinz, which will play a major role in its future brand marketing and adverts.

Until now, Heinz has been using different variations of branding across 20 categories of its products, such as ketchup, beans and mayonnaise. The logo often appeared in various shapes, with the lower and upper case lettering sometimes straight or curved.

The agency was keen to create a consistent brand identity across the whole Heinz range – from the typeface on packaging to a new logo.

Heinz rebrand

The makeover has strived to develop a visual identity that offers a consistent, uniform look and proportions, including its trademarked keystone design, to be used as across packaging and all other forms of branding.

Jonny Spindler, MD at JKR, said: “Heinz is a brand for everyone, loved by everyone. You can find it in Michelin-starred restaurants through to roadside cafes around the world.

“With that in mind, we wanted to create brand unification across categories, geographies and brand experience touch points so that no matter how or where you experience Heinz, you’re able to celebrate its simple greatness.”

The Heinz keystone shape, which appears on all of its labels, is connected to Pennsylvania, the ‘keystone’ state, which is the home of Heinz. The symbol is said to signify ‘strength’ and ‘significance’.

Victoria Sjardin, VP of international marketing at Kraft Heinz, said: “We know that iconic, distinctive assets are key to enhancing the effectiveness of your brand through all channels – whether that be paid, earned or owned. Working with JKR, we have created a cohesive set of assets that will help align the Heinz brand across all markets, uniting everyone behind the brand purpose to help deliver growth long term.”


Spindler added: “Our primary ambitions were to distinctively connect each element of the brand’s design ecosystem and to utilise iconic assets, like the Heinz keystone, in new and interesting ways.”

Pproducts with the new branding have already hit supermarket shelves, with the Heinz putting an 11% average lift boost on yearly sales volume down to the redesign.

Heinz has been collaborating with the JKR agency for a number of years, working on award-winning projects and helping the brand to celebrate its 150th birthday with limited-edition packaging.

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