The aim of this project was to explore and understand how signifiers work in telling what the product is based on its packaging. Signifiers on the labels of Heinz Ketchup and Elmer's Glue are swapped to see its effect on purchase influence amongst typical consumers. Applying this to two very different products, a staple edible in common households and craft glue, their target demographics' perception on whether the contents of the bottle are the same is challenged. Due to the dramatic change in colour and fonts, the glue now speaks to a more mature demographic while consumers of Heinz Ketchup are left to question its integrity and edibility.
Studying the signifiers on each label carefully, elements were recreated on Illustrator, sticking as close as possible to each counterpart's packaging including the colours, fonts and overall style. A highlight of the process was the physical execution such as trimming the labels to size and spray painting each bottle. However some constraints were finding the exact colours of spray paint and printing on accurately textured labels to mimic the original packaging. Nonetheless, seeing the idea come to life and the swapped products side by side was fulfilling and evoked responses from thousands online on websites like Reddit and Instagram. The work was also chosen as one of the several label swaps displayed in the AUT Art and Design Building.
