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Heinz seeks Gilchrist’s branding expertise on Mayonnaise redesign

Global branding and design implementation specialist Gilchrist, a Sun Branding Solutions business brand, has helped Heinz launch new packaging for its popular Mayonnaise range.

The redesign, which is currently being rolled-out in the UK, included transforming the colour of the existing packs and introducing transparent sleeves on glass jars, alongside the traditional paper labels on plastic bottles. Gilchrist advised on all areas of the artwork, reprographics and colour work, ensuring that the new packaging was consistent across all SKUs in the range.

The main challenge of the project was managing the core colour change on the Mayonnaise range a dark and light blue vignette. The chosen colour tone was critical so that once applied to multiple print related items, including shelf ready packaging consistency could be guaranteed. To ensure the success of the project, Gilchrist worked closely with Heinz’s brand managers, their design agency and print base.

Gilchrist carried out considerable colour work to present a range of tones to Heinz for them to choose their preference. Once the desired colours were identified, drawdowns were produced and supplied to the print base, to ensure there was a perfect colour match at the start of the process. This helped reduce any costly delays in getting the new packaging on shelf, as Natalie Crawford, Heinz Account Director at Gilchrist, explained:

"It was essential that the key colours chosen by Heinz were consistent across all the SKUs in the range. As there were multiple printers involved, printing on different substrates, the big challenge was getting the colour to match on each product. By working with the printers at the start of the project we were able to help Heinz overcome any potential issues that may have arisen."

Nicky Cummerfield, Senior Brand Manager at Heinz, added: "The redesign included all the SKUs in our Mayonnaise range, including the Classic and Light varieties, and it has been a great success. As we were changing the core colours on the packaging, it was paramount that we were able to ensure the right blue tones were achieved across our print base. Gilchrist’s colour expertise and project management undoubtedly helped us secure this and enabled us to avoid any issues during the redesign."

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