Visual Identity, Art Direction and Case Design
Campaign identity, tattoo flash sheets, artist collaboration, photography, OOH and case study design
Cannes Lions Bronze · Brand Experience & Activation
Cannes Lions Shortlists · Industry Craft, Innovation and Illustration
Heinz
2023
Cannes Lions
2023, Bronze, Brand Experience Activation
2023, Shortlist, Industry Craft
2023, Shortlist, Innovation, Shortlist, Illustration, Brand & Communications Design.
2023
Cannes Lions
2023, Bronze, Brand Experience Activation
2023, Shortlist, Industry Craft
2023, Shortlist, Innovation, Shortlist, Illustration, Brand & Communications Design.
About
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.
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
Visual identity and Art Direction
Team
Design and Creative Leadership: Renan Monjon, Saulo Monjon and André Savastano
Art Direction and Design: Laíssa Moreira, Juliano Shimizu and Kaua Michelin
Case Design: Laíssa Moreira, Juliano Shimizu and Kaua Michelin
Copywriter: André Savastano
Tattoo Illustrators: Leo Neguin, Elissa Rocabado, Renan Cruz, Fernando Felix, Helena Obersteiner
Design and Creative Leadership: Renan Monjon, Saulo Monjon and André Savastano
Art Direction and Design: Laíssa Moreira, Juliano Shimizu and Kaua Michelin
Case Design: Laíssa Moreira, Juliano Shimizu and Kaua Michelin
Copywriter: André Savastano
Tattoo Illustrators: Leo Neguin, Elissa Rocabado, Renan Cruz, Fernando Felix, Helena Obersteiner