Branding: Design choice - Heinz Tomato Ketchup
Heinz Tomato Ketchup is like an old friend you can rely on. Everything about it, from the iconic design to the ritual of trying to get the stuff out of the bottle, makes me feel good, and, until now, its classic design has remained largely untouched. But this brand is hardly broke, so does the label really need fixing?
The little green gherkin, first used in 1883 to promote Heinz pickle
products, has been replaced by a vine tomato, which stems from the
keystone graphic via the green line to create a fresher, more integrated
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product's natural, healthy credentials.
Strategically, you can understand Heinz's move. There has been a
widespread shift toward more natural, 'foody' communication. Still, this
revamp does feel a little predictable. In a move that doesn't feel at
all consistent with the brand, it has borrowed category language, rather
than creating something distinct. The loss of the gherkin, despite its
perceived lack of relevance, also means the label loses some of its
personality and quirk.
This feels like a reactive move from the market leader, and whether
shoppers will notice the change is questionable. By avoiding changes to
the product or bottle shape, the redesign is unlikely to have a negative
impact, but I'm not sure if a few tweaks to the label really justify the
size of the investment.
Design: Vibrandt.
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