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.
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.
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.