- Agency: The Kitchen
- Client: Heinz
- Category: Packaging Design — Food and Beverage
- Location: Toronto, Ontario, Canada
- Project Brief: Design limited-edition condiment packaging inspired by soccer penalty cards, transforming Heinz ketchup and mustard packets into a playful interactive experience for fans.
Strong food and beverage packaging borrows a symbol everyone already understands. Heinz Penalty Packets turn the brand's ketchup and mustard into a referee's red and yellow cards for a summer of soccer.
The visual pun needs no explanation, which is why it works. The card-shaped packets keep the Heinz keystone as a subtle debossed outline, so the brand reads even with the label stripped away.
The concept also gives the product a role in the room. Fans flash a card at bland food, then fix the foul on the spot with a pour, turning a condiment into a piece of match-day theater.
Scale is the quiet win here. The oversized packets pour like a bottle but carry like a card, and the black kit box frames the whole set as a collectible rather than a giveaway.
