Preserving the goodness nature provides
Our starting point was the original idea behind preserving food: in summer, fruit and vegetables are harvested and carefully bottled or canned so that their flavour and quality can be enjoyed long after the season has passed. The image of lovingly preserving fruit and vegetables at home, creating delicious homemade treats to enjoy later, offered us a fresh perspective on the category. Rather than suggesting compromise, long-life products should convey appreciation, care and a thoughtful approach to good food.
Our approach
Hero’s history and rich heritage provided the starting point for our design work. We returned to a familiar image: a grandmother carefully preserving summer fruit and vegetables in jars, keeping their goodness for another day. This idea of care, naturalness and homemade quality became the foundation of our concept.
We translated the look and feel of traditional preserving jars onto the labels of the cans. While glass jars are associated with naturalness and quality by many consumers, metal cans tend to carry a less favourable image. Our design approach drew on the familiar visual world of homemade preserves to give canned products a more positive perception, without compromising the practical benefits of the format.
The result is a unified design across Hero’s diverse convenience range, connecting the brand’s rich heritage with a growing desire for naturalness and giving familiar products a fresh, contemporary appeal.
