Armenia   |  2022

MUSE Design Awards Platinum Winner

Tomacho

Entrant Company

Backbone Branding

Category

Packaging Design

Client's Name

Sub-Category

Dairy, Spices, Oils Sauces & Condiments

The Challenge Our goal was to create a design approach that was equally popular and approachable as the tomato itself. For this new line, we wanted to establish a strong link with the consumer by visually grabbing his attention and making him engage with the product thanks to its humorous and unique design concept. Initially, we wanted to create a whole story around this main ingredient, and express our love for this popular fruit through our design! The Solution We challenge our imagination by asking a question: if this brand’s tomatoes were characters with their own distinctive personality traits, what would they look like and how would they act? Consequently, we have made these tomatoes come to life by giving them personality traits and moods. We have created specific hand-drawn characters depicting each of the 10 types of tomato product within the line. We have imagined each character at a precise stage of their lives, from the baby cherry tomatoes to the wrinkly and dried-out tomato in oil. All of these different tomatoes in different life stages and physical forms belong to the same family: Tomacho. We have chosen the”Tomacho” naming for our brand in order to reflect on the high quality of the tomatoes. In fact, the red-blooded nature of the Macho character suits the bright red color that characterizes a tomato. “Tomachoes” are brave beings, proud to be a part of such a high-ranking family. The Patriarch of the family protects his family and spends his time safeguarding them in the field, making sure that GMO, pesticides, and any other artificial substance would stay away from his fresh and healthy children.

Credits

Brand Strategy Director
Stepan Avanesyan
Brand Strategy Assistant
Lusie Grigoryan
Creative Director
Stepan Azaryan
Art Director
Mariam Stepanyan
Illustrator
Elina Barseghyan
Project Manager
Marianna Atshemyan
Graphic Designer
Mane Budaghyan
Animator
Sahak Zarbabyan
Content Writer
Grace Jerejian
More Platinum Winners
Product
United States
MUSE Design Awards - BLK ARC
2022

Entrant Company

Leica Geosystems, part of Hexagon

Sub Category

Robotics (NEW)

Interior
China
MUSE Design Awards - Between Stars and the Infinity
2022

Entrant Company

Shanghai Yuemeng Design Co., Ltd.

Sub Category

Commercial

Landscape
China
MUSE Design Awards - Gemdale Serenity Fenghua
2022

Entrant Company

SHUISHI

Sub Category

Residential Landscape

Interior
China
MUSE Design Awards - CENTRAL PARK
2022

Entrant Company

WJID

Sub Category

Commercial