Jones Knowles Ritchie has revealed the first-ever global masterbrand for Heinz. The brand identity seeks to unite Heinz’s expansive portfolio across over 20 product categories and features refreshments to the logo, visual identity, brand strategy, packaging, tone of voice and brand experience touchpoints. Among the highlights: the iconic keystone shape remains prominent with product photography and descriptions inside of it; there is a limit on typefaces in order to create simplicity and consistency to the look, especially on packaging; and depictions of the ingredients or products are rendered in a realistic illustrative style.
States Victoria Sjardin, VP of Marketing for International Zone at Kraft Heinz: “We know that iconic, distinctive assets are key to enhancing the effectiveness of your brand through all channels. 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.”
Building on this vision, JKR introduced what it describes as a comprehensive visual unity, underpinned by unique personality traits, a strong brand idea and a set of creative principles. “Our primary ambitions were to distinctively connect each element of the brand’s design ecosystem and to utilize iconic assets, like the Heinz keystone, in new and interesting ways,” adds Jonny Spindler, Managing Director at JKR.