Kraft Heinz

An array of food products including bottles, sitting amongst vegetables. — Condiment range designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL

Kraft H einz felt that the majority of condiments were aimed at the meat-eating market. They approached the Business and Innovation team at London College of Communication to collaborate with our young and talented students in creating the visual identity for a new plant-based condiment that catered to the needs of the vegan community.

The brief was to develop an identity system, tone of voice, brand personality, digital interface, positioning and the identity in action (such as on packaging or socials). Ten teams of MA Graphic Branding and Identity students worked to research and develop a series of speculative, practical outputs for brand packaging and point-of-sale.

The students delivered a sub-brand visual identity, a communication plan, brand story and packaging design for the plant-based products. The clients were pleased with the student work and their proposals informed the positioning and packaging of the new plant-based condiment.

Contact
LCC Business and Innovation
Email: partnerships@lcc.arts.ac.uk

Working with Kraft Heinz on an innovative new product line gave our students an incredible opportunity to develop their approach to graphic branding.

— Paul Jackson, MA Graphic Branding and Identity course leader

We partnered with LCC students to bring a new, creative approach to how we deliver communication plans at Kraft Heinz. The students delivered a communication plan, brand story and packaging design that exceeded our original brief and proved we were working with some of the most talented future designers in the industry.

— Isabel Oliver, New Ventures Team at Kraft Heinz

Poster designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL
Poster designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL
Tote bag designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL
Poster designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL
Bottle designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL
Condiment range designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL

Julie Van Milders, MA Graphic Branding and Identity, London College of Communication, UAL.

MA Graphic Branding and Identity

Kraft Heinz

Student work

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MA Graphic Branding and Identity

London College of Communication

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