Smart packaging redesign makes Heinz stand out from the tomato sauce pack.

Heinz perfect pour packaging

Perfect Packaging design.

We’ve always believed the role of packaging has three purposes; 01. to stand-out on the shelf, 02. tell the brand story and 03. provide a functional serving and storage experience. But Canadian creative branding agency Rethink have added a 4th dimension – what if the packaging makes life easier by solving a conundrum.

That big life question was; ‘What’s the best way to get Heinz tomato sauce out of the bottle?’ Rethink redesigned a limited edition piece of packaging to create the Heinz Pour Perfect Bottle. By simplifying the label and placing it on the bottle to match the perfect pouring angle, the packaging provides a powerful reason for being, a communication platform to build a global, buzz-worthy campaign, and a device that makes the product stand-out on the shelf.

As a specialist brand packaging design agency we’re happy to tip our lid to this kind of clever design.


Dave Ansett
David is the founder of Truly Deeply, a branding agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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Pics via Rethink

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