I don't believe these have hit the shelf yet, but I love the direction Heinz is taking with their packaging. They are going for an approach that highlights the ingredients of their product, the design looks fresh, and fun and gives the idea of the taste of the product more than their previous packaging.
The Farmers Market soup gets across the idea of healthy and fresh, as if you went out to the market yourself and picked up the ingredients yourself to make the soup!
Some people may have a problem with the fact that their logo is suddenly tilted in this design, but I really don't. I think the logo is still easily recognizable because they've stuck with the label shape and it works with the imagery to give a warm and appealing design.
Packaging designed by Cowan Design










