True Made Foods

These veggie-sweetened condiments are great tasting and good for you. Our strategy was to go up against sugary, mass-produced Heinz as the truer American icon. The design system pulls from Americana and vintage war relics, exuding authenticity, heritage and big, bold flavor. The messaging tone is warm and ernest, not too crafty.


We refreshed the logo to feel more legit, heroic and rooted by referencing Americana relics of past.


We played with scale and color to make bold statements about sugar, flavor, and the power of veggies.
Photography by the incredible Nick Cabrera