Heinz Tomato Range

 

Designed by Cowan Design London.

 
 

Comments

[Yael Miller]

Oh, yes yes yes!! Everything on a tilt! I love when big CPG brands do mix things up like this. It's so warm, inviting and a little bit different. Here Heinz manages to look like small-batch-straight-from-the-farm-fresh in spite of everyone knowing they are a huge mass production outfit.

[Kiersten]

This is adorable and so refreshing.

[Margaret]

I like this, but for some reason having the Heinz "label" turned on that angle is really bugging me. I think because the shape of the tin warps it somewhat... The same effect could be achieved with it being straight. I dunno, might just be a personal preference. Aside from that I really like this, and think it would stand out really well in a sea of plain red and green labels.

[lyn]

it's beautiful and clever but i'd need to see it on the shelf.

[Yashar]

Excellent! This is a great example of good design and a big clientprepared to take a risk and standout.

[samuelfish]

I think Margaret's right, the tilt makes the design feel strange.

I'm personally not a huge fan of the design as a whole, either. It feels busy. Heinz has always used simplicity in their packaging, it seems almost as though this package is pandering to the organic nuts.

[Ali]

As to respond to samuelfish and Margaret, The label tilt on cans is not limited to tomato cans. You may find it on Cowan Design's website, they have designed all of the Heinz cans in similar animated fashion. I like it, it is different than straight-faced labels of earlier packaging.

[peio revuelta]

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