Brief: Make HEINZ Ketchup synonymous with breakfast. Get Gen Z and younger millennials to make Heinz Jalapeno Ketchup the #1 breakfast staple by showing up at the most important meal of the day because the thick and rich taste of Heinz elevates your morning routine.
Approach: In this poster series, I reimagined Heinz Ketchup bottles as breakfast items by pairing them with common kitchen appliances associated with morning meals. In the left poster, the bottles emerge from a toaster, mimicking slices of toast. In the center poster, a bottle rests on a plate, positioned and stylized to resemble sizzling bacon. In the rightmost poster, the bottle is shown mid-air above a frying pan, playfully echoing the motion of a flipped pancake. Overall, I wanted to bridge the gap between graphic design and illustration.
initial ideas and concepts
Approach: When we began this assignment, I was unsure whether to focus entirely on illustration or stick strictly to graphic design. I'm glad we ultimately found a strong balance between the two, blending graphic design elements with illustrative touches. I feel the final graphics reflect that harmony well. Below are a few concepts that didn’t make it into the final version.
