Heinz Beanz: Branding Done Right
Beanz Meanz Heinz… a slogan we’re all more than familiar with - it’s been well known for fifty years in fact.
To celebrate the 50th anniversary of the famous baked beans slogan last year, Heinz teamed up with Selfridges to redesign it’s iconic packaging. The limited-edition labels featured fifty different iterations of the ‘Beanz Meanz Heinz’ catchphrase, including “Beanz Meanz Morninz”, “Beanz Meanz Granz”, “Beanz Meanz Chatz” amongst others.
This year, the successful campaign has won a D&AD Graphite Pencil in Packaging Design.
The anniversary edition tins were created by design agency Jones Knowles Ritchie (JKR), and they also released 50 special limited edition tins signed by Maurice Drake, who penned the original catchphrase in 1967. The tins read: “the famous slogan first penned by Maurice Drake in 1967 has served as a timeless reminder of Beans’ place in the many hearts, mindz, and mealz of millions ever since. There’s no messing with a classic. Cheerz to that!”
The ability to play with the products design and slogan as they did really does illustrate just how well known and valued the brand is, even after 50 years.
The new design used the same iconic colours: teal; gold; black; and white in a 60s themed check pattern. The new packaging looks clean, fresh and luxurious - very fitting for their pop-up spot on Selfridges shop floor.
We wanted to write about this special edition redesign as not only is the new packaging done well - but Heinz are a perfect example of a brand who have successfully made their product recognisable and built an iconic slogan and design, and that is worth the reward it is now receiving from D&AD.
What do you make of the redesign? Let us know on Twitter
Like this post? You may also like Iconic Packaging Designs.