Appropriating the campaigns of two well known products, the Apple iPod and Heinz ketchup, I re-designed the products and promotional media of these brands, including print advertisements, product packaging, and digital promotion. Essentially applying the brand identity of the Apple iPod to Heinz ketchup, and vice versa, these modified campaigns illustrate the underlying advertising objective behind each brand (e.g. the obsolescence of desirability).

This was later developed into the concept for a gallery exhibit that featured my re-designs in order to showcase the unique design and marketing strategies of each brand.


ReBranded Exhibit Promotional Poster 11.7" x 16.5"


ReBranded Posters 11.7" x 16.5"

Full Report

This project took shape as a series of designed works in which common promotional media, featuring several iconic brands, are re-designed to be featured in a gallery style exhibit. Given the task to conceive, develop and finalize my work independently, I had to take into account the practical, economic, cultural and aesthetic challenges that would be encountered with a real-world audience.

Appropriating the campaigns of two well known products, the Apple iPod and Heinz ketchup, I have re-designed popular examples of promotional media from these brands and their products, including print advertisements, product packaging, and digital promotion. These modified campaigns humourously illustrate the underlying advertising objective of each brand (i.e. obsolescence of desirability). Designed to be featured in a exhibit, this showcase allows those attending to observe and reflect on the brand strategies of popular products. It’s purpose is to deconstruct brand identities and offer insight into the brand successes.

The final designed pieces consist of two posters, two package designs, and a video. This is accompanied by a gallery booklet that acts as a promotional piece for this exhibit describing each work and the context behind the gallery showcase. To ensure the association is made between the original and the appropriated designs, each media piece mimics the same materials, scale, shape, visuals, and function from which it is inspired. In terms of the formal aspects, this means the re–designed posters for Heinz ketchup feature dark silhouetted ketchup bottles against bright-colored background, referencing iPod’s print advertising. Conversely, the poster for the iPod is illustrated in a more nostalgic design with a bright, colourful palette and tag lines emphasizing its reputation and history. In the gallery setting, viewers can move through the space and experience the media as it would have been originally produced (a large poster, a working package to scale, an online video, etc.).