Ketchup doesn't have to come in a squeeze bottle. That was the starting point for Roja. Every ket...Ketchup doesn't have to come in a squeeze bottle. That was the starting point for Roja. Every ket...
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Back to feedPost
Ali's avatar
Ali Arshad
• Aug 12
Ketchup doesn't have to come in a squeeze bottle.
That was the starting point for Roja.
Every ketchup on a supermarket shelf uses the same shape. Same squeeze bottle, same flip cap, same "sauce that gets forgotten in the fridge door" energy. And Roja isn't that kind of ketchup; it's built on a real story, a family's tomato fields in Michoacán, a recipe that actually tastes like tomatoes instead of sugar.
A squeeze bottle would've undersold all of that.
So the bottle shape changed first, before a single label was designed. Rounder body, cork-style rounded cap, something that sits on a table like a crafted sauce or a good olive oil, not a fast-food condiment.
Here's the thing about packaging shape: people register it before they register anything printed on it. Color, label, type; all of that comes second. The silhouette is the first signal of what category a product belongs to.
Change the silhouette, and you've already told someone "this isn't the ketchup you're used to" before they've read a single word.
Post image
Sevki's avatar
Sevki Sahinbas
pro
• Aug 12
Super well executed 🔥
Ali's avatar
Ali Arshad
• Aug 13
Thank you!
Back to feed
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started