Heinz – The Chef Of Sauces

Derrick Lin


Design Agency: UNIQA C.E.
Project Type: Produced, Commercial Work
Client: KraftHeinz Russia
Location: Russia
Packaging Contents: Ready-made sauce

Together with colleagues from the division of the company KRAFTHEINZ in Russia, UNIQA C.E. agency has created a refurbished design for ready-made sauces line in doypack pouch.

Design is based on the new HEINZ sauces positioning, according to which every consumer could become a chef in his own kitchen. HEINZ sauces help to create restaurant quality food at home quickly and cheaply!

The main color of the packaging is black. It not only elevates the product making it look classy, but also makes it stand out among the competitors on the shelf as they usually choose for a brighter color palette. Black background accentuates both the classic HEINZ «key stone» and the mouth-watering product illustrations. New design consistently combines illustrations of sauces with their basic ingredients and illustrations of restaurant quality dishes that HEINZ sauces help to create.

Black and white illustrations on top of the package not only visualize the “atmosphere” of creating exquisite dishes, but also serve for differentiating four various lines of sauces: mayo-based, tomato-based, Asian style and multi-purpose Italian style sauces.

So far it has been the 7th successful creative project UNIQA C.E and the division of the company HEINZKRAFT in Russia has executed together. Besides creating design for a basic line of HEINZ vegetable preservatives, we have collectively worked on previous HEINZ cold sauces packaging design, HEINZ hot sauces packaging design and “NYAM-NYAM” product line packaging design.