Heinz

Heinz — Taste Outside the Lines

College Project
Flavor Concepts · Packaging Design · GIF

Art Direction Overview

This project repositions Heinz as a bold, culturally relevant brand by introducing three unconventional sauce flavors supported by a cohesive visual system.

The work moves beyond traditional packaging to create a unified campaign where product, design, and culture intersect—turning Heinz from a household staple into a conversation-driven experience.

The Idea

Younger audiences engage with products that spark curiosity and feel shareable.
Instead of focusing on familiarity, this concept embraces unpredictability.

Heinz becomes a cultural drop—not just a condiment.

The System

Flavor Innovation
Three unexpected sauce flavors designed to challenge traditional taste expectations.
Each flavor is treated as a distinct personality, using naming and concepting to provoke curiosity and encourage interaction.

Bottle Design
The bottle acts as the core identity touchpoint.

• Bold, expressive typography

• High-contrast, attention-grabbing color palettes

• Disruptive layouts that break traditional food packaging norms

The designs maintain recognizable brand elements while pushing the visual language into a more experimental space.

Cultural Extensions (Skate Deck + Apparel)
To extend the brand beyond retail, the identity was applied to a limited skate deck and graphic t-shirt.

• Positions Heinz within skate and streetwear culture

• Transforms the product into a lifestyle object

• Creates shareable, collectible touchpoints beyond the shelf

Visual Direction

The art direction draws from streetwear, skate culture, and internet-driven aesthetics:

• Expressive, unconventional typography

• Saturated, high-contrast color systems

• Surreal and playful visual elements

• Intentional tension in layout and composition

The goal is to prioritize reaction and curiosity over clarity and comfort.

Audience

Primary: 18–35 consumers who are drawn to bold visuals and unconventional products
Secondary: Trendsetters who share unique finds through social media

Execution

Developed a cohesive visual system across multiple touchpoints including packaging, product extensions, and brand applications.

Created using Adobe Illustrator, Adobe Photoshop, and Adobe InDesign.

Outcome (Conceptual)

A design system that transforms Heinz from a legacy food brand into a bold, culture-driven experience—built to stand out, spark conversation, and live beyond the shelf.