Heinz ketchups are made entirely of natural ingredients and manufactured using a special type of tomato and a patent-protected technology. This distinctive feature plays a key role in all brand communication, as expressed in the slogan «Grown, Not Made». Depot decided to highlight the use of natural ingredients and the particularly careful attitude towards Heinz ketchup. Kraft paper was the ideal material to convey these features visually. The Victorian printing-press gave the design a sense of heritage.