The famous Heinz keystone has been redesigned and will appear in a new format on all canned products in the UK.
Heinz products carried as many as 50 slightly different versions of the Heinz keystone, but now all will be of uniform size and shape, outlined with a white and a gold band.
The package redesign, which has taken a year to complete, also divides beans, pasta and soup into three different families. Beans will stay in the famous turquoise cans, soups stay in dark red cans, but all pastas will be brought in line with red keystones on yellow tins.
Brand icons Heinz Beans and Heinz Tomato Soup have been updated, but will not change drastically in the revamp, carried out by design agency jones knowles ritchie (Marketing Week November 6 1997). Heinz Spaghetti has dropped the picture of spaghetti in favour of a plain label, to emphasise its status as Heinz’s third tinned icon brand.
Eric Salamon, general manager corporate marketing for European grocery, says: “A number of Heinz foods possess undoubted iconic status; they represent simplicity, and continuity.”
jkr has also been appointed to review the packaging design for the 1.2bn Heinz Tomato Ketchup brand, as revealed exclusively in Marketing Week (September 17).
Heinz will see pitches from TBWA Worldwide and Leo Burnett in early October, as it seeks a network to handle the global advertising for the 90m Tomato Ketchup brand.