Kraft Heinz

Role: Full Stack
Location: Chicago, IL
Disciplines: UX/UI Design
Accessibility
Next.js
Content Strategy

The Kraft Heinz Company sought to transform its corporate presence into a storytelling platform. The goal was to humanize the brand, highlighting innovation, sustainability, and the people behind the products.

Background

In a world that’s focused on the future, Kraft Heinz’s 150-year legacy is our differentiator - we’re steeped in history, but we’re at an inflection point. We might not be a tech company, or be building the next leading software product, but we are commited to transforming the food industry. With bold thinking and unprecedented passion, we can make a meaningful difference to what people eat.

The Strategy

The Re-Designed Digital Suite

The overall thought process was: How do we "fill the gaps" KraftHeinz is experiencing to complete the picture? With that in mind, the new designs were built from the concept of Tangram Puzzles. Knowing we have the necessary resources, let's leverage the basic shapes extracted from the whitespace within KH to build a minimal, yet fun icon set that's consistent with the brand. The color choices were chosen as variants of the existing identity to impart a more "delicious" look and feel.