by anne marie mohan, senior editor, packaging worldestablished in 2007, the tomato stall is a grower and producer of specialty tomatoes and tomatoinspired artisanal products based on the isle of wight. its products&mdashsuch as oak roasted balsamic oil, ketchup, relish, and chili jam, among others&mdashare are sold in farm shops and delis throughout the u.k. as well as at farmers markets. because of the tomato stall&rsquos unique location on the isle of wight, the company says every tomato gets more sunshine, which contributes to its products&rsquo distinct flavor.recently, the company realized its brand lacked an identity that conveyed the quality of its products and its ability as an established grower and producer to meet the needs of big supermarkets. in order to reposition itself to appeal to sophisticated &ldquofoodies,&rdquo the tomato stall worked with creative agency designers anonymous to undertake a complete rebrand.&ldquofor this project, we dug deep,&rdquo says designers anonymous. &ldquoreading the company&rsquos roots helped us tell the story and increase understanding, to clarify the brand and its provenance.&rdquoamong the changes to the packaging graphics, the brand name is now featured more predominantly on the packs &ldquoto give the brand more confidence and presence on the shelves.&rdquo the isle of wight descriptor is integrated with vineinspired typography, while an illustration of rays of sunshine casts a shadow over a crate brimming with sunsoaked tomatoes. the tagline, &ldquomore sunshine. more taste,&rdquo rests in the shadow which references the shape of a market awning to help complete the story.to highlight the isle of wight messaging and to give the packaging a more premium look and feel, the label is diecut. in addition, designers anonymous explains, the neon colors of the previous designs have been replaced with a moreappropriate,rich, earthy color palette that adds taste appeal and helps consumers better shop the range.&ldquoweincorporated further discoveryon the back of pack, where the tomato vines illustrate that the tomato stall is both the grower and producer,&rdquo adds the creative agency. &ldquowe also revitalized the signature bumblebee to communicate the tomato stall&rsquos green credentials. in addition, we crafted custom fonts and graphics that evoke themeticulouscare that is evident in everything the tomato stall does. clever copy&mdash&lsquoketchup with our latest news&rsquo and &lsquoheard it through the tomato vine&rsquo&mdashencourage consumers to further engage with the brand.&rdquo 
