Brief: Create limited-edition Heinz Christmas labels that captured the brand’s playful festive tone across two consecutive yearly campaigns.

Summary: Designed the 2024 and 2025 Heinz Christmas label ranges, evolving the creative approach from hand-drawn illustration to a more dimensional AI-driven 3D style.

My approach

• llustrated the 2024 range by hand to create a warm and characterful festive feel

• Developed playful characters and detailed scenes across the label system

• Shifted the 2025 direction towards a richer 3D visual style using AI workflows

• Balanced new AI-driven techniques with consistent Heinz brand personality

• Evolved the creative year-on-year while maintaining recognisable campaign continuity