Creativity into clarity

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    01 Heinz Soup 3840x2160px 72dpi
    Client Heinz Wattie’s
    Shifting & Shaping Tastebuds

    There is nothing better than a good bowl of soup. Nourishing and filling, a bowl of soup has soul. For many, soup is a number one choice for lunches, for snacks and for Sunday night suppers. It has the power to make us feel good and to soothe when needing comfort. For a category traditionally presented in cans, Heinz, in launching its Soup of the Day sub brand brought chef flair and freshness to their ambient ranges capturing the essence of the café experience and creating a more modern sense of occasion to a pantry or desk drawer staple.

    More elegant and less traditional, Soup of the Day’s pouch format was a crucial element in the design and created a necessary point of difference. Sealed in foil, the pouch proudly promises flavour and freshness, with no need for preservatives.

    02 Heinz Soup 3840x2160px 72dpi

    The pouch allowed for a greater expression of the café narrative and to create added visual appeal. Hand drawn chalk typography creates the feeling of choosing from a menu at your favourite café and reinforces the notion of freshly made goodness and taste. Soup variants each carry their own personality, with each hearty bowlful framed by images of its recipe’s key ingredients.

    03 Heinz Soup 2000x2000px 72dpi

    Striving to future proof its integrity within ambient soups, in its first year in market (2013), Heinz Soup of the Day took 50% of the new premium pouch segment and saw Heinz soup loyalty increase from 16% to 29%. Creating premium freshness and effortless convenience, Soup of the Day is a real expression of modern taste.

    04 Heinz Soup 3840x2160px 72dpi