JKR unifies Heinz global identity

Jones Knowles Ritchie has redesigned the soup, baked bean and spaghetti product ranges for Heinz in the UK, as part of the client’s drive to project a more coherent identity.

In total, 130 products have been redesigned and will begin rolling out next week.

“We have given each product range a clearer, more coherent identity and clarified the relationships between the ranges. We have also modernised the design a bit,” says JKR joint managing director Nir Wegrzyn.

In addition, JKR has aimed to improve the presentation of nutritional information.

Wegrzyn confirms the client plans to bring greater consistency to its other UK product ranges and that his consultancy is working on “a variety of projects for Heinz”.

Meanwhile, Heinz appointed JKR last week to reposition its Tomato Ketchup brand on a global basis, after a two-way proposals pitch against an unnamed US consultancy.

A Heinz spokesman says that, when completed, JKR’s Ketchup positioning strategy could lead to a uniform packaging identity for the product in all its markets across the globe.

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