The redesign, which is on shelf now, aims to premiumise the brand, enhance taste appeal and stand out in an incredibly competitive category.
Rubies in the Rubble produces delicious ketchups, mayos and relishes using surplus cosmetically imperfect ingredients, which would otherwise have gone to waste.
The redesign moves away from the traditional white label seen across the category to celebrate the imperfections of the fruit, which are shown joyfully squeezed together within the new design. The illustrations inject a more graphic and playful feel that aims to create greater presence on-shelf within a homogenous category. The Rubies ‘gem’ shape motif is hidden within the design, with the bottle’s green lid suggesting a tomato stem.
Rubies strapline ‘‘Ketchup, but Gooder’ is at the base of the label, appealing to parents by reinforcing the brand’s positioning that there is a better way to do things (not only is Rubies made from surplus fruit and veg, but it uses recycled plastic bottles and contains half the sugar of most other brands).
The redesign has launched nationwide in more than 900 stores.
“Rubies in the Rubble has a clear mission - to reduce food waste, and to make a way better product in the process,” said Jenny Costa, founder of Rubies in the Rubble.
“We wanted to add much more of our character into the squeezy bottle and to shout loudly about our mission. The ketchup category is really full of look-alike products - but we offer something different, and needed that to come across - and Hell Yeah!’s design does this brilliantly.”
Tom Newton, strategy partner at Hell Yeah! added: “Ketchup is mostly bought on autopilot. The new look and feel is designed to snap people out of their zombie state, look delicious and deliver the brand mission. We are really proud that we have achieved this with a design that would look great on even the most discerning table.
Rubies in the Rubble was established in 2012 by founder Jenny Costa and since then has saved more than 350,000 kilogrammes of fruit and veg that would have otherwise gone to waste, secured listings in Waitrose, Sainsburys, Morrisons, Co-op and more, and has won a number of awards for its range of ketchups, relishes and mayonnaises.
