Before & After: The Tomato Stall

Designers Anonymous completed a brand redesign, which included retail packaging, market stall banners, website, product leaflets, stationery, and vehicle livery for UK tomato grower and producer The Tomato Stall.

Established in 2007, The Tomato Stall, based on the Isle of Wight, sells specialty tomatoes and artisanal products in farm shops and delis throughout the UK, as well as weekly farmers market stalls in London and the south.


The Before 

The Tomato Stall lacked an identity that conveyed the quality of its product and ability as an established grower and producer, capable of supplying the needs of a big supermarket. It needed to reposition itself in order to appeal to sophisticated “foodies.”

The After

"We gave the brand more confidence and presence on shelves by featuring the brand name more predominately on packs. Its “Isle of Wight” descriptor, was cleverly integrated with vine inspired typography. The rays of sunshine cast a shadow over the brimming crate, a nod to its heritage, add to the illustration of sun-soaked tomatoes. The strap-line, 'more sunshine, more taste', rested in the shadow (which references the shape of a market awning) helps complete the story."

To highlight the Isle of Wight messaging and to give the off-the-shelf bottles and jars a more premium look and feel, Designers Anonymous produced a die cut label with a more appropriate, rich, earthy color palate to add taste appeal, and help consumers better shop the range. 

On the back of packaging, tomato vines illustrate that The Tomato Stall is both the grower and producer. The signature bumblebee communicates the brand’s green credentials and illustrates the company's dedication to using sustainable growing methods.  

The bespoke font and graphics evoke the meticulous care that is evident in everything The Tomato Stall does. The copy, “ketchup with our latest news”, and “heard it through the tomato vine,” encourages consumers to further engage with the brand.

Designed byDesigners Anonymous

City: London

Country: UK