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The Most Legible Label

Heinz

Issue 49 | December 2018

Background

In Brazil, the food industry is obliged to specify the ingredients a product contains on the back of the packaging. The problem is that usually brands put everything in minuscule letters to make it harder to read and thus hide artificial ingredients that lower end price. Heinz Ketchup is made with 100% natural ingredients and no preservatives. The goal was to convey this information to consumers in the most straightforward way possible.

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