If you had to market tomatoes and package various different tomato based products, how would you make them stand out on the shelf?
Well, when it comes to packaging design, innovation and storytelling, Backbone Branding agency didn’t hold back. In their latest packaging concept for 'Tomacho' tomato sauces, they've created an entire world of characters based around the brand name and the personalities tied to the product.
The Armenian product and packaging design agency have even considered how the characters would act and spend their days, and have created illustrations to bring them to life on the packaging.
'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.
Adding to this that all of these different tomatoes in a multitude of life stages and physical forms all belong to the same family: Tomacho' says Backbone Brand Strategy Director, Stepan Avanesyan.
'We have chosen this 'Tomacho' name for the 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. But also, the 'macho' qualification perfectly sums up the story line that we have created for our characters. In fact, the 'Tomachoes' are brave beings, proud to be a part of such a high ranking family.
'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'.
'The Patriarch of the family, takes his duty of protecting his family very seriously, and spends his time safeguarding them in the field. He makes sure that GMO, pesticides and any other artificial substance would stay away from his fresh and healthy children, so that they mature and ripen in the most natural way possible.
Our 'Tomachoes' are brave beings ready for anything in order to keep their intact superior reputation, and their genuine and all natural composition. Hence their family motto which they yell out loud and clear 'Authentic from Head to Toe'.
Given that tomato derived products are constantly present in our kitchens, the goal was to create a design that was equally as popular and approachable as the product it contained. For this new line we wanted to establish a strong link with the consumer by visually grabbing their attention and making them engage with the product thanks to its humorous and unique design concept.
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Backbone Branding Agency - https://backbonebranding.com