The studio was commissioned to build on the brand's digital expression to ensure it was communicated effectively and consistently across all Heinz brand websites.
It had previously created the site for Heinz sub-brand Bull's-Eye. And used the knowledge from that project to ensure the Heinz website design "could accommodate the individual identities and personalities of all the different sub-brands under an all-encompassing Heinz umbrella," says ShopTalk. These include Beanz, Pasta, Sauces, Soups and more – indeed, a product range of more than 5,700 varieties.
"The work also needed to be robust and flexible enough to roll out seamlessly across more than 18 markets, taking on board myriad cultural responses to design cues," says the agency.
ShopTalk's approach was to focus on "immersive, interactive" designs that aim to connect customers with the products using visuals that show how they're used rather than static images or simple product lineups.
This decision was in line with Heinz' broader brand strategies based on 'simple greatness' and 'Heinz makes it better'. The new sites include recipe forums and news updates, among other incentives that encourage people to find out more about the company and its products and history.
"The straightforward design approach also heroes the individual product 'personalities', but always with a clear Heinz brand presence," says ShopTalk.
Paul Ferry, co-founder and director, ShopTalk, adds: "Heinz has such a strong brand presence, so we wanted to shine a light on it rather than reinvent it. As a brand, it means so many different things to so many people, but it is always open, honest and reliable.
"The new format, which is simple and not overly designed, reflects that and makes it infinitely adaptable. It has a much more stripped-back and 'human' interface now."