Isle of Wight Tomatoes
More sunshine,
more flavour.
Brand Positioning. Creative Strategy. Naming. Visual Identity. Packaging Design. Copywriting. Brand World. Artwork. Print Management. Art Direction. Website Design.
Our rebrand for The Tomato Stall saw us take the bold step of changing the brand’s name, emphasising the exceptional provenance that makes tomatoes grown on the Isle of Wight so special and delicious. With more sunshine hours than anywhere else in the UK and a uniquely rich soil, the Isle of Wight has the perfect climate and terroir for tomatoes. For The Tomato Stall, the ‘Grown in the Isle of Wight’ promise had already become a key signifier of quality and upweighting this claim to a brand name has cemented the brand’s difference from competitor products in the produce category.
SOAKED IN SUNSHINE
The brand identity leads on the sunshine theme, pushing the branding on from an expected red and green world to a vibrant and unexpected yellow. Coupled with a new star icon that suggests a tomato calyx and quality, the yellow also signifies the breadth of tomato varieties available from the brand. The yellow acts as a core brand colour across the brand world, while a new flavour-led palette of colours has been introduced on packaging for the brand’s broad range of tomato-based condiments and sauces, with the green calyx tying the identity together.
ALL TASTE, NO WASTE
Articulating the brand’s commitment to sustainability was key to the rebrand. With a no waste philosophy, Isle of Wight Tomatoes captures rainwater to irrigate its crops, recycles all its tomato plants for compost and uses natural predators to control pests in its greenhouse ecosystem.
A playful tone of voice is accompanied by naturally lit photography to further emphasise the brand’s sunny disposition across social and digital channels.
