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How do you update an icon in a field full of pretenders?

Kraft Heinz

Bringing a beloved brand into the modern era demands a thoughtful redesign—and a deep understanding of why loyalists love it.

Kraft Heinz

Heinz is one of the few brands out there that evokes genuine love. Ziba leaned into the neglected qualities that made it unique, to restoke the fires among the faithful.
  • Challenge

    Organic, artisanal, small-batch, exotic, local—the market for America’s favorite condiment was getting more fragmented and more competitive. And one of the world’s most iconic brands was in danger of losing its place at the top. To rebuild brand equity, and reduce packaging costs, Heinz needed to understand what made its brand so beloved, and redesign accordingly.

  • Solution

    Ziba’s field research revealed a simple concept that held the answer to Heinz’s competitive threats: love. Other brands were exciting, affordable, unique…but only Heinz held had a place in consumers’ hearts. So Ziba doubled down that love, by simplifying the product line and emphasizing what made the brand so special: its thickness and richness, and its unmistakable visual elements. An updated cap and bottle design captured those elements, making them instantly recognizable, and instantly lovable.

  • Impact

    Ziba’s redesign celebrated Heinz’s heritage among loyalists, putting classic elements like the scalloped bottle shape, the keystone-shaped label, and the raised “57” front and center. The new bottle and cap design also saved over $30M per year in packaging costs.

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Brand equities:

  • Thickness and richness
  • Unique scalloped bottle shape
  • Raised “57”
  • Keystone-shaped label—referencing Heinz’s roots in Pennsylvania, the Keystone State
Annual reduction in packaging costs

About Kraft Heinz

The Kraft Heinz Company is one of the world’s largest food and beverage companies.


  • Brand Strategy
  • Insights & Trends
  • Product Design
  • Packaging Design
  • Engineering
  • User Research