one of the most delicious ketchup
IS MADE BY FOOD WASTE.
Hell Yeah! x Rubies in the Rubble

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 a greater presence on the 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 in the Rubble has a clear mission - to reduce food waste, and to make a way better product in the process,” said Jenny Costa  the founder. “We wanted to add much more of our character into the squeeze 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.”
ECD: Dulcie Cowling
Creative Director: Michele Bona
Copywriter: George Nixon
Brand Designer: Fiona McKenzie
Account Director: Jo Hill
Head of Strategy: Tom Newton
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