Celebrate Simple Greatness

Heinz is one of the world’s most well known brands. Enjoyed in Michelin-starred restaurants and roadside cafes alike, the brand has been part of consumers everyday lives since it was established in 1869.

Over the years, Heinz had diversified into new categories and markets, flexing its identity to match. Our job was to create the first-ever global masterbrand for Heinz, uniting its expansive portfolio of products by creating one distinctive and ownable proposition for the brand.


Brand Strategy
Brand Identity


It’s Nice That

Under Consideration

Creative Review

The Dieline

Marketing Dive

Design Week


Heinz is a brand with a strong personality and a wide range of iconic assets; including its logo, keystone, colour palette and typeface.

We explored how we could bring these distinctive elements together in new and interesting ways across the brand’s various touch points, while ensuring a level of consistency that would make Heinz recognisable, wherever you encountered it.

Every touch point provided an opportunity to celebrate the brand idea of ‘simple greatness’, reminding consumers of the role Heinz plays in their daily lives.

Since hitting shelves in the UK in 2020, Heinz has reached over 32 million customers and seen an 11% average lift in year on year sales volume.

We know that iconic, distinctive assets are key to enhancing the effectiveness of your brand through all channels - whether that be paid, earned or owned. Working with JKR, we have created a cohesive set of assets that will help align the Heinz brand across all markets, uniting everyone behind the brand purpose to help deliver growth long-term

Victoria Sjardin, Vice President of Marketing for the International Zone at Kraft Heinz