Heinz

Redesign Plan
Doug Collins

Table of Contents
Redesign Plan .................................................................. 3
Style Guide ................................................................ 4 - 5
Package Design .............................................................. 6
Photography .................................................................... 7
Advertisment ................................................................... 8

RedesignPlan
Product Name: Heinz
Target Group: Youth and adults aged 10 - 70
Brief History:
Heinz was founded in Sharpsburg (a suburb of Pittsburgh), Pennsylvania,
in 1869 by entrepreneur Henryohn Heinz. The H.J. Heinz Company, is
the most global of all U.S.-based food companies. Famous for the Heinz
iconic brands on six continents, Heinz provides delicious, nutritious and
convenient foods for families in 200 countries around the world. In more
than 50 of those countries, Heinz enjoy the number-one or number-two
market position.
The Idea:
Heinz is already pretty popular, but I know that when people are at the
store and the go to buy ketchup, there isnt much separating Heinz
ketchup from store brands visually. Their logo could use some updating,
and a simple and fresh look can go a long way to making them stand
out. My goal is totally redo the logo, and possibly change the rest of the
packaging as well. Im going for something more bold and simplistic. I
believe this will help them stand apart from the rest of the pack, and help
them stand out in the grocery store. Heinzs sales are already impressive,
but to help push the new branding I will be including The Condiment
King sweepstakes giveaway. This will come with advertising announcing
the new look, and include the chance to win cash and prizes by entering
the contest.

StyleGuide
True Gold
CMYK: 27 52 88 9
RGB: 176 122 60
Pantone: 729 C
Hex: #b07a3c

Black
CMYK: 75 68 67 90
RGB: 0 0 0
Pantone: Black 6 C
Hex: #000000

Heinz Red
CMYK: 15 100 90 48
RGB: 126 7 19
Pantone: 7622 C
Hex: #7e0713

White
CMYK: 0 0 0 0
RGB: 255 255 255
Pantone: 663 C
Hex: #ffffff

Heinz Silver
CMYK: 45 37 38 2
RGB: 146 146 145
Pantone: 7539 C
Hex: #929291

Fonts: Marketing

Fonts: Packaging

Cheltenham Handtooled Bold

Cheltenham Handtooled Regular
Cheltenham Handtooled Light

Kevlar Bold
Arial
Arial Black

The body copy should be 11 - 12 pts.

Normal will be Cheltenham Handtooled
Regular. Headings will be Cheltenham
Handtooled Bold, and the subheadings:
Cheltenham Handtooled light and can be
between 14 - 17 pts.

The packaging should utilize Kevlar Bold on

the main areas. The other information such
as ingredients, a nd nutrition information
should be Arial, or Arial Black, depending
on importance.

StyleGuide
Logos
These newly designed logos are focused on simplicity, and building on the already
incredible brand recognition of Heinz. As you can see, the new logo is also a symbol
using the letter H. The black logo will be used for documentation, print, fax, etc. The
special packaging colors of silver, and heinz red, are for limited edtion packaging. The
gold logo used here should be used on the primary packaging and in most marketing.

PackageRedesign

EST 1869 EST

SELECT
KETCHUP

NET WT 20 OZ (1 LB 4 OZ) 576g

Shake well before first use.

Nutrition
Facts

GLUTEN-FREE

Serv. Size 1 Tbsp (17g)

Servings about 33
Calories 20
Fat Cal. 0
* Percent Daily Values (DV) are
based on a 2,000 calorie diet.

/ HeinzKetchup

/ HeinzKetchup_US

Best if used by
date on cap

Enter

Scan the QR code to enter

The Condiment King

Sweepstakes Giveaway

Total Carb. 5g

0%

2%

Amount/serving %DV*

For best results, refrigerate after opening

0%

Dietary Fiber 0g

Amount/serving %DV*
Total Fat 0g

0%

Protein 0g

Sugars 4g

Sat. Fat 0g
Trans Fat 0 g

Sodium 160mg 7%

Cholest. 0mg 0%

Vitamin A 2%~Vitamin C 2%~Calcium 0%~Iron 0%

INGREDIENTS: TOMATO CONCENTRATE FROM

RED RIPE TOMATOES, DISTILLED VINEGAR, HIGH
FRUCTOSE CORN SYRUP, CORN SYRUP, SALT, SPICE,
ONION POWDER, NATURAL FLAVORING.

MFD. BY HEINZ NORTH AMERICA DIVISION OF

H.J. HEINZ CO., L.P., PITTSBURG, PA 15222
Made in the USA.

Visit us online: HeinzKetchup.com

to enter our Condiment King Sweepstakes.

Questions or comments?
Call 1-800-255-5750

ProductPhotos

MagazineAd