Bænd for Heinz

Branding and identity for a range of vegan sauces created by Kraft Heinz, as part of MA group collaboration. The sauces are designed to go perfectly with various tasty vegetables – they’re the missing piece that completes your meal. With this in mind, branding takes a simple puzzle idea, playing on childhood jigsaws and tile games, and translates it into unique square configurations for each flavour. Packaging plays smartly on this concept but is simple and streamlined enough to be understood by the busy customer doing their weekly shop.

— Brand Identity, Strategy, Graphic Design

Name & Logo
The name ‘Bænd’ is pronounced simply ‘bond’, being an Old English word meaning ‘bonding’, just as the two intersecting letters in the middle are. As such it typographically represents a brand cornerstone - connecting and combining - and the potentially unclear pronunciation will work in the brand’s favour, offering instant mystique, and the potential for campaigns which playfully highlight and focus on its curiousness - “how do you say it?” or “It’s simply pronounced - delicious”

Labels & Packaging
The labels offer simple, clear direction as to what you can pair each sauce with - not only typographically but visually, as the bright, appealing colours and satisfyingly illustrated shapes of the optimal veg are presented on the bottle.

The creative representation of the pairings ties into the concept of no-nonsense solutions, and of combining the right pieces to assemble your meal. In practice it would also aid the daunted shopper in picking out these sauces, over others.

Website
The digital interface is friendly and colourful, just as the brand itself. The brand’s visuals, being deeply embedded in the core concept, are easy to translate into and compliment any medium, such as the brand’s website – incorporating the same recognisable puzzle element throughout. And while you wait for the pages to load, tiles shift in patterns on the website’s loading screen.

Bænd App Bænd app lets you plan your meals. Because the brand is all about helping people create veggie meals without stress or confusion, this app is a continuation of its mission. The Bænd app has four main sections – recipes, favourites, a calendar and – in-keeping with the brand’s ethos - a game.

Posters
A selection of eye-catching posters to be displayed in the supermarkets. These visual markers would guide the customer to the condiment aisle where they can find Bænd proudly displayed.

Social Media
Social media accounts keep the same friendly and approachable tone of voice and utilise brand colours to keep consistency on all platforms. Instagram can be used as a way to connect with people through distinct and fun visuals and help them understand veggie food better through sharing recipes, doing cook-alongs and suggesting the best ways to make any vegetable sing with the sauce. And of course, the “tile” layout of the site immediately caters to the brand’s own style, for enhanced pictorial satisfaction.

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Goda Martin (She/Her) is an independent designer based in London specialising in branding and art direction. Coming from a background of fashion photography and social media strategy, nowadays her practice sits in the liminal space between different disciplines.

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