Destroying Brand Heritage with Clever Design
If Carly Simon were dead I am certain she would be rolling over in her grave. Heinz Ketchup packaging is being too clever to the detriment of brand heritage. The label has swapped out the 57 varieties brand positioning (which has helped Heinz prosper since 1872) with a bold, differentiating “Net Weight” statement.
Replacing the classic bottle neck label (above left) with a net weight message (right) is akin to getting all dressed up and missing the party because you got so captivated with your own reflection that you, engaged in a deep conversation with yourself about your favorite subject (you), forgot to go to the ball.
When I am dipping french-fries is not the right time to introduce me to new frontiers in graphic design nor try and change my brand perceptions. Aren’t package designers responsible for helping our clients think these things through? Bad things happen to brands who’s design team doesn’t understand branding.