Defeater
D&ad's New Blood 2024 project developed for HEINZ brand
(Client)
HEINZ
(Year)
2024
(Services)
Social Media | Art Direction | Advertising
DefEater is a project developed according to Heinz's brief provided for the New Blood category in the D&AD contest.
The Request
HEINZ was trying to insert their products into the gfaming market, aiming to improve the awareness of how important eating during gaming sessions can be.
heinz label
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Intro Regular
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4 5 6 7 8 9 0
The Solution
After a market analysis, the products and packs found were covering most of the solutions taught, from auto heating packs to thermic ones.
What has been brought up is the idea of proposing a tool branded HEINZ, which could be used to heat their cans while playing without moving with the heat provided by the console.
The first elements to be designed were the name and logo. The name resulted from combining keywords that emerged during an earlier brainstorming session. Its double meaning suggests both defeating enemies and being overcome by hunger, which lies at the heart of the project.
The logo came next and developed naturally from the brand analysis. To align with the brand guidelines, the logo incorporates a slight arch curve, and the letters “DEF” feature subtle modifications to highlight the dual meaning. Finally, a small but distinctive crown was added to reinforce the brand’s identity.
The Output
The final product is a cylindrical tool featuring an aluminum plate at the bottom, which heats up when placed on the console and is used to cook HEINZ canned food. The body is made from silicone and other heat‑insulated materials, allowing it to be safely held by the user.
3D renders were created by another team member, who also handled the editing of the final presentation video.
Defeater
D&ad's New Blood 2024 project developed for HEINZ brand
(Client)
HEINZ
(Year)
2024
(Services)
Social Media | Art Direction
| Advertising
DefEater is a project developed according to Heinz's brief provided for the New Blood category in the D&AD contest.
The Request
HEINZ was trying to insert their products into the gfaming market, aiming to improve the awareness of how important eating during gaming sessions can be.
heinz label
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0
Intro Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0
The Solution
After a market analysis, the products and packs found were covering most of the solutions taught, from auto heating packs to thermic ones. What has been brought up is the idea of proposing a tool branded HEINZ, which could be used to heat their cans while playing without moving with the heat provided by the console.
The first elements to be designed were the name and logo. The name resulted from combining keywords that emerged during an earlier brainstorming session. Its double meaning suggests both defeating enemies and being overcome by hunger, which lies at the heart of the project.
The logo came next and developed naturally from the brand analysis. To align with the brand guidelines, the logo incorporates a slight arch curve, and the letters “DEF” feature subtle modifications to highlight the dual meaning. Finally, a small but distinctive crown was added to reinforce the brand’s identity.
The Output
The final product is a cylindrical tool featuring an aluminum plate at the bottom, which heats up when placed on the console and is used to cook HEINZ canned food. The body is made from silicone and other heat‑insulated materials, allowing it to be safely held by the user.
3D renders were created by another team member, who also handled the editing of the final presentation video.
Defeater
D&ad's New Blood 2024 project developed for HEINZ brand
(Client)
HEINZ
(Year)
2024
(Services)
Social Media
Art Direction
Advertising
DefEater is a project developed according to Heinz's brief provided for the New Blood category in the D&AD contest.
The Request
HEINZ was trying to insert their products into the gfaming market, aiming to improve the awareness of how important eating during gaming sessions can be.
Source Sans Pro Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0
Source Sans Pro SemiBold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0
The Solution
After a market analysis, the products and packs found were covering most of the solutions taught, from auto heating packs to thermic ones. What has been brought up is the idea of proposing a tool branded HEINZ, which could be used to heat their cans while playing without moving with the heat provided by the console.
The first elements to be designed were the name and logo. The name resulted from combining keywords that emerged during an earlier brainstorming session. Its double meaning suggests both defeating enemies and being overcome by hunger, which lies at the heart of the project.
The logo came next and developed naturally from the brand analysis. To align with the brand guidelines, the logo incorporates a slight arch curve, and the letters “DEF” feature subtle modifications to highlight the dual meaning. Finally, a small but distinctive crown was added to reinforce the brand’s identity.
The Output
The final product is a cylindrical tool featuring an aluminum plate at the bottom, which heats up when placed on the console and is used to cook HEINZ canned food. The body is made from silicone and other heat‑insulated materials, allowing it to be safely held by the user.
3D renders were created by another team member, who also handled the editing of the final presentation video.
cozz x naba x d&ad x heinz
cozz x naba x d&ad x heinz
cozz x naba x d&ad x heinz
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