Derek&Eric believe great brands deserve great design. So when Longbottom & Co, the gold standard of tomato juice, came to them with a visual identity that didnât quite match their premium reputation, they knew it was time for a royal makeover.
Business Challenge
Longbottom & Co have always stood out in the tomato juice category for their uncompromising commitment to quality. Using only all-natural, easily pronounceable ingredients and freshly pressed tomatoes, theyâve built a reputation for creating products that are second to none. Their âMaryâ range, in particular, epitomizes excellence in a competitive market dominated by mediocrity.
However, the brandâs visual identity told a different story. Instead of reflecting the superior quality of the product, the design felt generic and uninspiredâevoking âown brandâ rather than âiconic.â This disconnect posed a clear challenge: how to craft a design that captures the essence of the product and elevates the brand to match its premium standing?
Creative Solution
The rebranding of Longbottom & Co focused on balancing the brandâs British heritage with a playful, premium twist.
At the heart of the redesign is a reimagined Queen Mary mascot. Her Tudor-inspired tomato headdress is a visual double entendre, blending craftsmanship with cheeky humour. A knowing smile and a twinkle in her eye breathe life into her character, embodying the brandâs unique mix of wit and sophistication.
To frame this bold mascot, a meticulously crafted typographic roundel anchors the design, exuding elegance and professionalism. The colour palette draws inspiration from the vibrant hues of the freshest tomatoes, ensuring the packaging feels alive, appetizing, and premium.
This striking combination of heritage and humour repositions Longbottom & Co as a standout in its categoryâa brand that commands attention while remaining approachable.
Key Outcomes
- A distinctive and memorable identity that captures the brandâs British charm and modern wit.
- Visuals that radiate premium quality while remaining playful and accessible.
- A cohesive design system that grabs attention on shelves and engages a discerning audience.
- An elevated perception that transforms Longbottom & Co into the royalty of tomato juice branding.
With its playful yet proper aesthetic, Longbottom & Co is more than just a tomato juiceâitâs a true icon of crafted fit for a queen.
Credits:
Strategy: Silas Amos
Illustration: Alex Maxchin
Artwork: The London Artworking Co.
Source: Derek&Eric
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