Tomacho

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.