Small Change in Heinz Ketshup Package Make a Big Difference

Posted on January 22, 2009 | Permalink

By Lane Casteix

The Heinz company recently changed their ketchup package, which has not enjoyed a significant design change since the 1940's. Now that is what I call "Continuity" with a cap "C"!

The changes they made were small (mainly a tomato replaced the pickle), maintaining that "Continuity", but significant in the way it enhances their brand message. According to Heinz's consumer research, the new label confirms the "wholesomeness of Heinz tomato ketchup" for 68% of consumers.

Not only that, but I like it! A lot! The solution is very elegant, simple in concept, and well executed. I love the way the tomato vine becomes part of the border. OK, so that may be an artsy thing that doesn't thrill you, but it is the kind of small touch that takes a design from ordinary to extraordinary and makes it stand out as a design. And I do believe even the non-designer type consumers can differentiate between good design and average or bad design. They may not be able to articulate what they see, but they do recognize "some kind of difference" and that is almost always positive.