diff --git a/generate.sh b/generate.sh
new file mode 100644
index 0000000..53a59e6
--- /dev/null
+++ b/generate.sh
@@ -0,0 +1,14 @@
+python3 make_label.py assets/food_apple_01/food_apple_01_1k.blend \
+    --texture assets/face_crop.png \
+    --project \
+    --output test.png \
+    --azimuth 15 \
+    --elevation -5 \
+    --margin 0.9 \
+    --transparent \
+    --project-size 1.35 \
+    --project-offset-y 0.05 \
+    --project-offset-x -0.05 \
+    --blend-mode VALUE \
+    --light-strength 1.5 \
+    --blend-factor 1.5
diff --git a/make_label.py b/make_label.py
index 0c38a8d..5f41618 100644
--- a/make_label.py
+++ b/make_label.py
@@ -39,6 +39,7 @@ def parse_args():
     p.add_argument("--save-render", help="also keep the apple render at this path")
     p.add_argument("--title", default="jider")
     p.add_argument("--subtitle", default="alc 5.5% · mostly maggot-free")
+    p.add_argument("--tagline", default='"better dead than med!"', help="'' to omit")
     p.add_argument("--labels-per-sheet", type=int, default=4,
                    help="labels stacked vertically on the A4 page")
     p.add_argument("--page-margin", type=float, default=10.0,
@@ -49,6 +50,7 @@ def parse_args():
                    help="fraction of the width given to the apple panel")
     p.add_argument("--label-background", default="#ffffff", help="label colour")
     p.add_argument("--label-ink", default="#7a1f12", help="text and border colour")
+    p.add_argument("--label-tagline-ink", default="#000000", help="tagline colour")
     p.add_argument("--label-font", default=os.path.join(HERE, "assets/fonts/comic.ttf"),
                    help="subtitle font")
     p.add_argument("--label-title-font", default=os.path.join(HERE, "assets/fonts/comicbd.ttf"),
@@ -139,17 +141,22 @@ def compose_label(args, apple, W, H):
     label.alpha_composite(shadow.filter(ImageFilter.GaussianBlur(H / 60)))
     label.alpha_composite(apple, (ax, ay))
 
-    # Right panel: big title over the subtitle, the pair centred vertically.
+    # Right panel: big title, tagline, then subtitle, the stack centred vertically.
     text_l, text_r = panel_w, W - 1.5 * pad
     text_w, cx = text_r - text_l, (text_l + text_r) / 2
-    title_font = fit_font(args.label_title_font, args.title, text_w, H * 0.5)
-    sub_font = fit_font(args.label_font, args.subtitle, text_w, H * 0.09)
-    _, tt, _, tb = title_font.getbbox(args.title)
-    _, st, _, sb = sub_font.getbbox(args.subtitle)
-    gap = H * 0.06
-    top = (H - ((tb - tt) + gap + (sb - st))) / 2
-    draw_centered(draw, title_font, args.title, cx, top, ink)
-    draw_centered(draw, sub_font, args.subtitle, cx, top + (tb - tt) + gap, ink)
+    lines = [  # (text, font, colour, gap above as a fraction of H)
+        (args.title, fit_font(args.label_title_font, args.title, text_w, H * 0.46), ink, 0),
+        (args.tagline, fit_font(args.label_font, args.tagline, text_w * 0.8, H * 0.08),
+         args.label_tagline_ink, 0.05),
+        (args.subtitle, fit_font(args.label_font, args.subtitle, text_w, H * 0.09), ink, 0.08),
+    ]
+    lines = [line for line in lines if line[0]]
+    heights = [font.getbbox(text)[3] - font.getbbox(text)[1] for text, font, _, _ in lines]
+    y = (H - sum(heights) - sum(gap * H for *_, gap in lines)) / 2
+    for (text, font, colour, gap), height in zip(lines, heights):
+        y += gap * H
+        draw_centered(draw, font, text, cx, y, colour)
+        y += height
 
     return label.convert("RGB")
 
diff --git a/renders/jider_labels_a4.pdf b/renders/jider_labels_a4.pdf
index 02d1763..172c616 100644
Binary files a/renders/jider_labels_a4.pdf and b/renders/jider_labels_a4.pdf differ
diff --git a/test.png b/test.png
index 80aa9e7..bdf661d 100644
Binary files a/test.png and b/test.png differ