AFTER OUR REFRESH, ACCEPTED INTO WF NATIONAL (+WALMART, SPROUTS, PUBLIX, ETC.)
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 relics, exuding authenticity, heritage and big flavor. The messaging tone is warm and ernest, not too crafty. This supports the founder's unique story as a veteran and self-starter.
We updated the True Made Foods logo to align with the brand ethos and personality. As a veteran-owned brand with strict standards for the highest quality, the mark had to be heroic and brave, yet positive and accessible.
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