![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/7ff82d80-1e7f-4d4c-9e02-3affd327c0f6_rw_3840.jpg?h=f47b9c343f049d58365562aa6d413a31)
The Challenge
Heinz Food Service was looking to redesign and create a brand architecture to increase differentiation and brand awareness in back of house for chefs. The redesign helped non-English speaking cooks easily identify products and was hugely successful and adapted to the way consumers at shelf now see the brand.
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![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/3e256b3a-2af7-4f5c-a35b-53f4be77c33a_rw_1920.jpg?h=4d32282126564846efcbd9c522de7e4f)
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/6d20cbe9-8062-4e8d-9e71-8cc7a18425bc_rw_1920.jpg?h=55f630265c3685870fe0c6c0a32cdccb)
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/8b71eb54-adf5-4526-8be6-4e917d225731_rw_1920.jpg?h=4cd42cea0fa1fa20eb79df390a7653fd)
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/90474cc2-3fa6-4c20-99b7-5f86cf915115_rw_1920.jpg?h=8953e5f864cb1c97c0f28675d59ca79d)
![](https://cdn.myportfolio.com/571a1d2d-88a7-4932-96bf-fc7d182ecca5/6e5f6c19-48ad-45e8-aba2-fe4bec455163_rw_3840.jpg?h=8e3e0f3a3db5d7dd1590c86eef7b06ad)