Pearlfisher Creates New Brand World for the Heinz Infant Feeding Portfolio

The design simplifies the brand architecture, strengthens the healthy and wholesome values of the range and reinforces the great taste of the products.

2/22/2011 --- Pearlfisher has created a new look and feel for the entire Heinz Infant Feeding portfolio, including the packaging format for the new ‘Taste Of Home’ range.

Heinz has the largest share of the Infant Food market, and the new design takes babies on a journey of discovery with tasty, exciting and nutritious food experiences.

Natalie Chung, Creative Director Pearlfisher, says, “The design simplifies the brand architecture, strengthens the healthy and wholesome values of the range and reinforces the great taste of the products. The friendly characters and illustrations highlight and introduce key attributes of the brand and the look and feel is also being extended beyond pack, such as within the digital campaign, to create an entire brand world for Heinz Infant Feeding.”

Katie Bleach, Marketing Manager Heinz Infant Feeding, says, “The new look helps to communicate Heinz’s understanding of mothers' and babies' needs and emphasises our expertise in quality, nutritious baby food. The sub-brands help mums navigate the range and strong standout is achieved with a consistent brand colour".

The new look and feel is rolling out across all the Heinz baby food including Heinz Mum’s Own Recipe, Heinz Biscotti and Heinz Cook at Home.