Toomato
A tomato paste with too much tomato
Tomato paste does important work quietly, building depth in sauces, soups, beans, and stews. When we looked at the category, we found brands drawing on a familiar mix of red packaging and Italian heritage cues. Toomato’s triple-concentrated paste offered intense tomato flavor in a small amount, giving us a clear benefit to bring forward.
We positioned the brand as a small ingredient with an outsized presence. We named it Toomato, adding an extra “o” to “tomato” to make “too much” a compliment. The messaging followed the same logic. “Too much tomato” set the attitude, “triple concentrated” grounded it in the product, and “use less” expressed the practical promise.
The identity made concentration visible. We reduced the tomato to a ring and stem, the palette to a single unapologetic red, and the language to short, emphatic statements. A bold, condensed typeface gave those few words impact on shelves and in the street. Together, these choices gave a quietly powerful ingredient a presence to match.
