Gen Z is the social media generation, with a hunger for travel and a need for a spicier morning; the best answer comes in a familiar-shaped bottle. Heinz Jalapeno shares the breakfasts of the world with a familiar taste -- and spicy twist.

Client: Heinz | Young One's Young Club Competition

Title: Taste the World

Year: 2024

Role: Entire project from concept to execution

Skills: Art Direction, Branding, Typography, Layout, Social Media Design, Website Design (UX/UI), Photoshop, Illustrator, InDesign

Brief: Heinz is looking for a new campaign to bring spicy ketchup to Gen Z at breakfast

Approach: Gen Z loves to try international food, almost as much as they love adding spice to their breakfast, so what's a better way than to combine the two using the best breakfast condiment? Heinz Jalapeno Ketchup combines the consistency of Heinz with the spiciness of Jalapeno peppers to bring a new level of flavor to Gen Z. In addition, we created a place for Gen Z to find recipes of international breakfast cuisines to try, with some help from a familiar friend.

Challenges: As my first full brief to execution project, this challenged my entire ideation process, having me come up with more ideas for a single problem than I have ever produced in the past. Understanding what ideas worked and didn't helped shape my understanding of real-world scenarios and made me hungry for more.