Tomato Shaped Icon
The icon was created by merging the project’s core elements into a single, memorable shape. I combined the letter T from Toomato with the silhouette of a tomato, using the leaf structure as the foundation for the letterform itself.
This approach transforms the brand’s initial into a symbolic element, creating an icon that feels both literal and abstract, instantly recognizable while still playful and organic.
The icon was created by merging the project’s core elements into a single, memorable shape. I combined the letter T from Toomato with the silhouette of a tomato, using the leaf structure as the foundation for the letterform itself.
This approach transforms the brand’s initial into a symbolic element, creating an icon that feels both literal and abstract, instantly recognizable while still playful and organic.
Graphics
The graphic system expands from the icon’s structure. I developed a simple form built from curved rectangles, a soft, modular shape derived from the same T/leaf geometry.
These elements work as flexible building blocks across layouts, adding rhythm, movement, and personality while keeping the visual language cohesive and unmistakably tied to the brand.
The graphic system expands from the icon’s structure. I developed a simple form built from curved rectangles, a soft, modular shape derived from the same T/leaf geometry.
These elements work as flexible building blocks across layouts, adding rhythm, movement, and personality while keeping the visual language cohesive and unmistakably tied to the brand.
Project information
Toomato is a fresh, personality-driven tomato sauce brand designed to combine everyday utility with bold visual character.
I led this project end-to-end — from strategic discovery and positioning through creative direction and final execution — shaping both the conceptual foundation and distinctive visual identity. Beginning with a strategic understanding of the category and consumer context, I defined the brand’s core personality and positioning, establishing a set of guiding principles for tone, character, and visual expression.
Informed by this foundation, I directed and developed the complete brand system — including logotype, illustration style, packaging design, typographic approach, and comprehensive brand guidelines — ensuring a cohesive and flexible visual language tailored to stand out on shelf and in communication. The visual identity balances bold color, expressive forms, and playful voice to embody Toomato’s vibrant and confident spirit.
The resulting brand identity system equips Toomato with a memorable, differentiated presence that resonates across packaging, digital, and point-of-sale applications — visually reinforcing the product’s personality and positioning within a competitive category.
Outcomes
Brand Strategy, Positioning, Creative Direction, Visual Identity, Packaging & Brand Guidelines
Toomato is a fresh, personality-driven tomato sauce brand designed to combine everyday utility with bold visual character.
I led this project end-to-end — from strategic discovery and positioning through creative direction and final execution — shaping both the conceptual foundation and distinctive visual identity. Beginning with a strategic understanding of the category and consumer context, I defined the brand’s core personality and positioning, establishing a set of guiding principles for tone, character, and visual expression.
Informed by this foundation, I directed and developed the complete brand system — including logotype, illustration style, packaging design, typographic approach, and comprehensive brand guidelines — ensuring a cohesive and flexible visual language tailored to stand out on shelf and in communication. The visual identity balances bold color, expressive forms, and playful voice to embody Toomato’s vibrant and confident spirit.
The resulting brand identity system equips Toomato with a memorable, differentiated presence that resonates across packaging, digital, and point-of-sale applications — visually reinforcing the product’s personality and positioning within a competitive category.
Outcomes
Brand Strategy, Positioning, Creative Direction, Visual Identity, Packaging & Brand Guidelines
New York
New York
US
2023
New York
US
2023