Heinz Bold New Sauce Flavors

College Project
Flavor Concepts · Packaging Design · GIF

Project Description

This design project centers on launching three bold, unconventional Heinz sauce flavors that push the boundaries of traditional taste. Inspired by adventurous food culture, the concept challenges norms through innovative flavor ideas and packaging design that capture attention and invite curiosity.

Concept Breakdown

Each flavor and packaging design reflects Heinz’s bold and playful brand personality:

• Flavor Innovation: Three unique, unexpected sauce flavors designed to intrigue and excite adventurous eaters.
  
  

• Visual Identity: Packaging that uses bold visuals, quirky elements, and playful typography to reflect the daring nature of each flavor.
  
  

• Shelf Impact: Designs created to stand out and spark conversation in a crowded retail environment.
  
  

Target Audience

• Primary: Adventurous eaters, ages 18–35, who enjoy trying unconventional foods.
  
  

• Secondary: Trendsetters and foodies who share unique finds on social media.
  
  

Brand Personality

• Bold: Unafraid to take risks and stand out.
  
  

• Playful: Embracing fun and creativity in flavor and design.
  
  

• Adventurous: Encouraging consumers to try something new and unexpected.
  
  

Skills Highlighted

This project showcases skills in:

• Conceptual flavor development
  
  

• Packaging design and illustration
  
  

• Brand identity and visual storytelling
  
  

• Audience targeting and market positioning
  
  

Design Goals

• Develop flavors that challenge taste expectations and spark curiosity
  
  

• Create packaging that reflects boldness and playfulness
  
  

• Appeal to young, adventurous consumers looking for unique food experiences
  
  

• Reinforce Heinz’s reputation as an innovative and daring brand
  
  

Tools Used

• Adobe Illustrator
  
  

• Adobe Photoshop
  
  

• Adobe InDesign