Chapter 02 The clear label
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The keystone principle

Trust is on the label

57 WAYS TO TRUST

Make the promise visible

A clear label puts ingredients, origin, and the promise in plain sight.

Read first

Let one color lead

Ketchup red does the shouting; green and gold only mark what matters.

Shelf signal

Turn a number into trust

The 57 seal turns a small promise into a signal people remember.

Keep count

Keep the counter crisp

Clean white space keeps every claim legible, like glass on a grocery shelf.

Clear view
This is the Heinz Ketchup (1869) design system, applied by Curio — a design-style library for AI agents. Full Heinz Ketchup (1869) guide → designbycurio.com/learn/heinz-ketchup-1869