Redefining
Heinz’s Web
Presence
The
Hook.
Heinz, which turned 150 in the year they approached us, had just undergone a comprehensive redesign. We were brought on board to help build on the digital expression of the new branding, to define and produce the designs to communicate it effectively and consistently through a new Heinz brand web presence. The comprehensive body of work spanned each & every Heinz sub brand and 18 different markets.
ShopTalk were the first people we called - they’d done such a great job on our Bull’s-Eye brand sites already. The team have really brought the Heinz brand to life in digital - building on our recent brand refresh. They are a breath of fresh air to work with. They simplify, move quickly and find quick solutions to all challenges that we throw at them.
Henry Hepworth, EMEA Digital Marketing Manager
The
Build.
Boasting a product range of more than 5,700 varieties, it was essential that the design could accommodate the individual identities and personalities of all the different sub brands – Beanz, Pasta, Sauces, Soups and more – under an all-encompassing Heinz umbrella. The work also needed to be both robust and flexible enough to roll out seamlessly across more than 18 markets, taking on board the nuances, needs and language of each. To achieve this, we looked to hero the individual product ‘personalities’, but always with a clear Heinz brand presence. People are invited to find out more about the company, the products, the history. There are recipe forums and news updates, and the brand messaging is evident at every touchpoint.
The
Build.
Heinz has such a strong brand presence, we wanted to shine a light on it rather than reinvent it. As a brand, it means so many different things to so many people, but it is always open, honest and reliable. The new format, which is simple and not overly designed, reflects that and makes it infinitely adaptable. It has a much more stripped-back and human interface now.
