Heinz

YUYA

INDUSTRY:

[Food & culture]

CLIENT:

Heinz

YEAR:

2023

EXPERIENCE:

Branding & activation

Heinz creative consultant activation gaming culture entertainment

A brand with purpose?

See It Live

For my graduation project, I selected Heinz and studied its brand DNA to identify a credible new chapter. What stood out was the founder’s marketing genius (glass bottle, early advertising moves at a time when advertising barely existed, iconic public presence) and a long-standing human values thread (food standards, factory conditions). Over a century, Heinz evolved from a condiment into a global cultural icon.

The paradox: despite worldwide reach, Heinz’s philanthropic impact remains largely local (mostly tied to Pittsburgh). That gap felt like an opportunity: if Heinz wants to be a “brand with purpose” at a global scale, it needs a platform that travels as far as the brand does.

Heinz Meanz Creativity

Heinz Meanz Creativity, a new brand chapter positioning Heinz as a global supporter of creativity.
The idea is built on a shift in expectations: younger generations don’t just buy products, they look for brands that contribute to something bigger than themselves. In this repositioning, creativity isn’t framed as “art only”, but as a daily force that drives innovation, shapes culture, and helps people adapt in a fast-changing world. Creativity needs visibility and support; Heinz can credibly step in by reconnecting with its founder’s creative marketing mindset and scaling that spirit worldwide.

To support the repositioning, I developed an updated identity: bold saturated colors, a more dynamic and playful typography, and a mascot to make the brand feel more human and approachable.

To make the new chapter tangible, I designed an activation: Heinz Meanz Artz, using Heinz’s iconic bottles to spotlight artists and make art more accessible through a collectible mechanic.