We created a modern and light visual image for the popular “Pūre” tomato sauces, while also preserving their classic composition and rich sense of taste. We livened the label up with a typeface written in actual ketchup, custom-made for “Pūre”, to highlight the product’s natural and vibrant composition, rich with sun-ripened tomatoes. We selected a matte, non-absorbent printing paper to maintain the vibrant colours and a gloss finish to highlight the most important aspects: the name and contents.