Sketches

This redesign of the Heinz ketchup bottle label is influenced by the Victorian era. I wanted to use typography that was more decorative and thick to make the “Heinz tomato ketchup” words stand out on the label, especially “Heinz.” I also put the word “tomato” on a curved angle, as that is representative of many Victorian era products as well. I carried the thicker, decorative type through to “America’s favorite” but on a smaller scale so that the phrase would not compete with brand name. Finally, I added a lot of embellishment through straight and scalloped lines around the border, as well as scrolls and curves in the white spaces to make sure I filled all of the larger areas of white, as Victorians did not like to leave any white space.

This second redesign of the Heinz ketchup bottle label is influenced by the Arts and Crafts movement. For typography, I was inspired by the woodtype typeface “Neuland” by Rudolf Koch, which was a slightly imperfect carved block letterface with very thick, even, angular strokes. I used smaller, contrasting types for less important words in the label to balance the thick, larger and more important words. Arts & Crafts design used very organic line-made elements, as well as celebrated nature, so I tried to do the same through using a tomato and vines to make linear elements that moved throughout the whole label, making it very busy, just like arts and crafts design. Also, the placement of the type was generally put near the top or bottom, so that is what I did with most of the type on the label; I wanted the Heinz pickle to stand out, though, so I put that more towards the center as one of the main elements as it is a brand identity for the company.