Corto Bert - Art Director & Creative consultant

Heinz - Branding & activation

For my graduation project, I was tasked with selecting a brand, analyzing its strengths, weaknesses, and core values, and using these insights to redefine its positioning. This involved introducing a new challenge to give the brand a fresh dimension, supported by a rebranding and identity system.
As a challenging icon to rebrand, I had to analyze Heinz's DNA to develop the strategy and storytelling. I aimed to build on its legacy while bringing a new cultural perspective to the brand, commiting itself to human creativity as a strengh in the times to come.

The Marketing Genius
Who Redefined an Industry
In an era when food production was anything but transparent, Heinz used clear glass packaging to showcase the purity of his ketchup, while other brands hid behind opaque bottles and questionable ingredients. This bold move set a new industry standard, proving that quality should never be hidden.

Heinz’s marketing genius didn’t stop there. At the 1893 Chicago World’s Fair, his booth was tucked away in an obscure corner, nearly invisible to visitors. Instead of accepting this setback, he printed flyers promising a free souvenir to anyone who found his stand. The result? Thousands of people lined up, transforming Heinz into the fair’s biggest sensation.

Later, he became one of the first brand to advertise in Times Square—before it was even an advertising landmark. He wasn’t just ahead of his time; he was shaping the future.
A Brand with Purpose
Beyond marketing, Heinz had a belief: business should serve society. At the turn of the 20th century, food safety was a Wild West. Heinz stood alone as the only major food producer advocating for stricter regulations. He personally lobbied President Roosevelt, supporting the Pure Food and Drug Act, a law that would change the industry forever.

His commitment to people didn’t stop with consumers. At a time when factory work was brutal and inhumane, Heinz built an environment unlike any other. His workers had access to clean drinking water, medical care, and even manicures. He believed that when employees felt respected, they produced better work. This philosophy wasn’t just progressive for its time, it laid the foundation for modern workplace ethics.
From Condiment to Cultural Icon
Over the decades, Heinz’s impact transcended food. The brand became a part of everyday life, a symbol of familiarity and nostalgia. Andy Warhol immortalized it in his pop art, Hollywood featured it in countless films, and musicians referenced it in lyrics. Heinz wasn’t just a product on the shelf anymore, it was a piece of culture.

Yet, despite its global presence, the brand’s influence has remained surprisingly local. While Heinz continues to create clever campaigns and new products, its philanthropic efforts remain focused on Pittsburgh. For a brand with such universal recognition, this creates a contradiction, Heinz touches the world, yet its commitment to change remains regional.
The Marketing Genius
Who Redefined an Industry
In an era when food production was anything but transparent, Heinz used clear glass packaging to showcase the purity of his ketchup, while other brands hid behind opaque bottles and questionable ingredients. This bold move set a new industry standard, proving that quality should never be hidden.

Heinz’s marketing genius didn’t stop there. At the 1893 Chicago World’s Fair, his booth was tucked away in an obscure corner, nearly invisible to visitors. Instead of accepting this setback, he printed flyers promising a free souvenir to anyone who found his stand. The result? Thousands of people lined up, transforming Heinz into the fair’s biggest sensation.

Later, he became one of the first brand to advertise in Times Square—before it was even an advertising landmark. He wasn’t just ahead of his time; he was shaping the future.
A Brand with Purpose
Beyond marketing, Heinz had a belief: business should serve society. At the turn of the 20th century, food safety was a Wild West. Heinz stood alone as the only major food producer advocating for stricter regulations. He personally lobbied President Roosevelt, supporting the Pure Food and Drug Act, a law that would change the industry forever.

His commitment to people didn’t stop with consumers. At a time when factory work was brutal and inhumane, Heinz built an environment unlike any other. His workers had access to clean drinking water, medical care, and even manicures. He believed that when employees felt respected, they produced better work. This philosophy wasn’t just progressive for its time, it laid the foundation for modern workplace ethics.
From Condiment to Cultural Icon
Over the decades, Heinz’s impact transcended food. The brand became a part of everyday life, a symbol of familiarity and nostalgia. Andy Warhol immortalized it in his pop art, Hollywood featured it in countless films, and musicians referenced it in lyrics. Heinz wasn’t just a product on the shelf anymore, it was a piece of culture.

Yet, despite its global presence, the brand’s influence has remained surprisingly local. While Heinz continues to create clever campaigns and new products, its philanthropic efforts remain focused on Pittsburgh. For a brand with such universal recognition, this creates a contradiction, Heinz touches the world, yet its commitment to change remains regional.
The Marketing Genius
Who Redefined an Industry
In an era when food production was anything but transparent, Heinz used clear glass packaging to showcase the purity of his ketchup, while other brands hid behind opaque bottles and questionable ingredients. This bold move set a new industry standard, proving that quality should never be hidden.

Heinz’s marketing genius didn’t stop there. At the 1893 Chicago World’s Fair, his booth was tucked away in an obscure corner, nearly invisible to visitors. Instead of accepting this setback, he printed flyers promising a free souvenir to anyone who found his stand. The result? Thousands of people lined up, transforming Heinz into the fair’s biggest sensation.

Later, he became one of the first brand to advertise in Times Square—before it was even an advertising landmark. He wasn’t just ahead of his time; he was shaping the future.
A Brand with Purpose
Beyond marketing, Heinz had a belief: business should serve society. At the turn of the 20th century, food safety was a Wild West. Heinz stood alone as the only major food producer advocating for stricter regulations. He personally lobbied President Roosevelt, supporting the Pure Food and Drug Act, a law that would change the industry forever.

His commitment to people didn’t stop with consumers. At a time when factory work was brutal and inhumane, Heinz built an environment unlike any other. His workers had access to clean drinking water, medical care, and even manicures. He believed that when employees felt respected, they produced better work. This philosophy wasn’t just progressive for its time, it laid the foundation for modern workplace ethics.
From Condiment to Cultural Icon
Over the decades, Heinz’s impact transcended food. The brand became a part of everyday life, a symbol of familiarity and nostalgia. Andy Warhol immortalized it in his pop art, Hollywood featured it in countless films, and musicians referenced it in lyrics. Heinz wasn’t just a product on the shelf anymore, it was a piece of culture.

Yet, despite its global presence, the brand’s influence has remained surprisingly local. While Heinz continues to create clever campaigns and new products, its philanthropic efforts remain focused on Pittsburgh. For a brand with such universal recognition, this creates a contradiction, Heinz touches the world, yet its commitment to change remains regional.
The Marketing Genius
Who Redefined an Industry
In an era when food production was anything but transparent, Heinz used clear glass packaging to showcase the purity of his ketchup, while other brands hid behind opaque bottles and questionable ingredients. This bold move set a new industry standard, proving that quality should never be hidden.

Heinz’s marketing genius didn’t stop there. At the 1893 Chicago World’s Fair, his booth was tucked away in an obscure corner, nearly invisible to visitors. Instead of accepting this setback, he printed flyers promising a free souvenir to anyone who found his stand. The result? Thousands of people lined up, transforming Heinz into the fair’s biggest sensation.

Later, he became one of the first brand to advertise in Times Square—before it was even an advertising landmark. He wasn’t just ahead of his time; he was shaping the future.
A Brand with Purpose
Beyond marketing, Heinz had a belief: business should serve society. At the turn of the 20th century, food safety was a Wild West. Heinz stood alone as the only major food producer advocating for stricter regulations. He personally lobbied President Roosevelt, supporting the Pure Food and Drug Act, a law that would change the industry forever.

His commitment to people didn’t stop with consumers. At a time when factory work was brutal and inhumane, Heinz built an environment unlike any other. His workers had access to clean drinking water, medical care, and even manicures. He believed that when employees felt respected, they produced better work. This philosophy wasn’t just progressive for its time, it laid the foundation for modern workplace ethics.
From Condiment to Cultural Icon
Over the decades, Heinz’s impact transcended food. The brand became a part of everyday life, a symbol of familiarity and nostalgia. Andy Warhol immortalized it in his pop art, Hollywood featured it in countless films, and musicians referenced it in lyrics. Heinz wasn’t just a product on the shelf anymore, it was a piece of culture.

Yet, despite its global presence, the brand’s influence has remained surprisingly local. While Heinz continues to create clever campaigns and new products, its philanthropic efforts remain focused on Pittsburgh. For a brand with such universal recognition, this creates a contradiction, Heinz touches the world, yet its commitment to change remains regional.

A New Chapter: Heinz Meanz Creativity

The world has changed, and so have consumers. Millennials and Gen Z aren’t just looking for products; they’re looking for purpose. They want brands that stand for something bigger, that contribute to society in meaningful ways.

With this rebrand, Heinz takes a bold new direction. Creativity isn’t just for artists, it’s for everyone! It’s the spark that drives innovation, shapes culture, and helps people adapt to a changing world. But creativity needs support and visibility.

By championing emerging artists and making art more accessible, Heinz can become a force for social and cultural change, just as it once transformed the food industry. From funding creative projects to collaborating with artists, Heinz could use its universal reach to inspire, uplift, and foster innovation across generations.

To reflect this shift, Heinz evolves visually as well. A refreshed identity embraces bold, saturated colors. A new, dynamic typography, making the brand feel more human and playful and a new mascot bringing a sense of warmth and personality.

For over a century, Heinz has been a pioneer. Now, it’s time to pioneer again, not just in food, but in culture. By embracing creativity as its new mission, Heinz doesn’t just honor its past; it secures its future.

Creativity isn’t just a skill, it’s a force.

Heinz Meanz Artz: Inspire. Display. Support.

As Heinz embraces its new identity centered around creativity, the brand takes a bold step forward with "Heinz Meanz Artz", a unique, interactive, and collectible experience that turns every bottle into a canvas, aiming to make Art accessible to everyone.