Rubies in the Rubble makes condiments that use surplus ingredients which would otherwise have gone to waste. I was brought on board by the team at Hell Yeah! to design their new squeezy packaging.
The solution hinged on the idea that each bottle of Rubies is packed full of goodness. Each label is an illustrated pattern bursting with flavour, retaining the brand's hallmark ruby emblem in the negative space on each bottle. Starting with their award-winning ketchup and designed as a holistic system, the concept has since been successfully rolled out across the whole range, and within the first year sales of Rubies ketchup doubled.