2023

Heinz is one of the most tattooed brands in the world. So when a European ban wiped out 4,000 tattoo ink ingredients, it hit close to home. Red was the most affected pigment. And there's no Heinz without red.

We partnered with Electric Ink, one of the world's largest tattoo ink manufacturers, to solve it properly: a Heinz-quality red ink, made for the fans who wear the brand on their skin.

While the ink spent 14 months in development, we commissioned five Brazilian tattoo artists to create 57 all-red stencils across different styles. The designs became flash sheets distributed to parlors worldwide, turning walls into invitations. People got tattooed. We photographed them. They became the campaign.

When the ink launched, tattoo artists from around the world came asking for it.

︎︎︎My Role
Visual identity and Art Direction

︎︎︎Cannes Lions
2023, Bronze, Brand Experience Activation
2023, Shortlist, Industry Craft
2023, Shortlist, Inovation 2023, Shortlist, Illustration, Brand & Communications Design.

︎︎︎Team
Design and Creative Leader: Renan Monjon and Saulo Monjon & André Savastano
Art direction and Design: Laissa Moreira & Juliano Shimizu
Copywriter: André Savastano
Tattoo Illustrators: Leo Neguin, Elissa Rocabado, Renan Cruz, Fernando Felix, Helena Obersteiner

Client: Kraft Heinz
Agency: SOKO