Cultivating brand potential


Heinz hoops

Posted by: Jo Briton

Categories: Packaging,

Tue, 25 Feb 2014

Heinz Spaghetti Hoops has had a packaging redesign in a bid to reinforce ‘nutritional qualities’.

Products including Heinz Spaghetti and Spaghetti Hoops feature new labels which carry a tomato illustration to inform shoppers ‘a whole tomato is squeezed into every portion,’ while further messaging states that the product is ‘one of your five-a-day’.

Created by JKR the Heinz keystone is now set in white to apparently denote ‘freshness and modernity’ and improve visibility.

Additional illustrations point out that there are no preservatives and show the low sugar and fat contents of the products. 

The designs target ‘busy mums looking to create smiles at meal times’ according to Heinz and will roll out across other products, including Pasta Meals.

I like the packaging up to a point, its very clever how the nutritional qualities are being showcased, and the packaging is bright and contemporary. However, I really don’t like the typography. I think I can guess at why its been chosen – it looks childlike and would appeal to children and mothers, but to me a mixture of incorrect upper and lower case letters just looks a bit messy. What do you think?

Source: Design Week