Heinz Rebrands

It appears that Heinz is going for the "delicious farm produce" market rather than the "piggy-back on the pickle because we're a condiment" market. Via the Dieline,

Not really much to comment on here. It's nice to see the label get much cleaner than it was before when they covered it with a bunch of advertising. Gone are the extra selling points that have more to do with the packaging than product itself. Now the only ad is "Grown not made" to play off the fresh, trustworthy vibe. It looks like they've tried to play the type into the keystone shape of the label by boosting the point size of "Tomato", which also emphasizes the vegetable nature over the condiment nature. Really though, how many non-tomato ketchups can there be... I'm not sure I'm on board with the awkward connection the stem makes with the bottom of the bounding box, it's kind of clunky to end it when they could easily have made it a part of the bounding box with a slight color shift. It also looks like there's a loose R-ball (copyright?) floating above the right leaf somewhat randomly. They also introduced a white rule between the green and brown bounding rules, which is a pretty nice touch. It felt heavy before and feels a bit less restrictive without it. Overall the balance is a bit nicer as well.