Over time, Longbottom & Co – a standout model within the tomato juice class – has constructed its status on high quality. It is all the time been recognized for its dedication to utilizing all-natural, simply pronounceable substances and freshly pressed tomatoes.
The issue, although, was that its visible identification did not mirror its premium standing, as an alternative evoking a generic, own-brand aesthetic. In response, inventive company Derek&Eric stepped in to reimagine the model, creating a recent new character for Longbottom & Co that marries British heritage with a playful, fashionable twist.
On the core of the rebrand is the thought of ‘Playfully Correct’, a positioning that captures the steadiness between Longbottom & Co’s dedication to craft and its light-hearted sophistication. This idea is embodied within the daring Queen Mary mascot, whose Tudor-inspired tomato headdress serves as a witty visible double entendre. Mix this along with her realizing smirk and glowing eyes, and also you get a wonderfully regal and approachable mascot.
“The important thing objective was to align the model’s visible identification with the distinctive high quality of its product,” says Derek&Eric managing director Jon Gibbs. “The earlier design did not mirror its premium standing, so we launched a particular, character-driven strategy that blends British heritage with a contemporary, witty edge.”
This delicate steadiness between custom and playfulness is additional strengthened by way of the refined typographic roundel, once more bringing a way of expertise and authority to the model. The colourful color palette, impressed by freshly pressed tomatoes, additionally ensures most shelf enchantment.
The strategic resolution to make use of Queen Mary because the model’s central icon gave Longbottom & Co an ownable, instantly recognisable character. The group explored a number of iterations earlier than deciding on the ultimate design.
Gibbs explains how earlier variations “leaned extra closely on historic accuracy,” however the studio determined that they lacked the approachable wit they had been on the lookout for. “By means of iterative refinements, we centered on a extra expressive, stylised portrayal that captured each regal authority and fashionable attraction,” he says.
This sense of wit and class extends past the mascot to the typography, which was rigorously chosen to strengthen the model’s premium positioning and preserve a recent really feel. The roundel-based logotype additionally embodies a way of legacy, whereas delicate particulars within the letterforms hold it fashionable and fascinating.
Color performed a vital position within the redesign, with a palette impressed by the pure vibrancy of tomatoes. Wealthy reds, deep crimsons, and complementary golden hues had been chosen to evoke freshness, urge for food enchantment, and a regal sensibility. The interaction between these bolder tones and extra muted, premium shades ensures that the packaging feels each energetic and polished.
Whereas the brand new visible identification is straight away putting on the packaging, its versatility extends throughout a number of touchpoints, from digital experiences to in-store activations. Gibbs says: “The brand new identification is designed to be extremely adaptable, and the Queen Mary mascot and typographic components function prominently throughout digital advertisements, social content material, and the model’s web site, sustaining a constant visible and tonal identification.”
This cohesive strategy ensures that Longbottom & Co’s premium but playful positioning is not only restricted to its packaging. It extends into each facet of the model expertise, serving to it stand out in an more and more aggressive market.
For Derek&Eric, the most important hurdle with this undertaking was putting the proper steadiness between heritage and modernity.
“There was a danger of the model feeling both too old school or too irreverent,” notes Gibbs, including that it took a number of design iterations and testing to land on the appropriate expression for the mascot. The identical was true for the event of the typography and color palette.
Moreover, guaranteeing that the design system labored seamlessly throughout totally different packaging codecs was a precedence. The group overcame this problem by creating a versatile but cohesive system, permitting the model to retain its integrity throughout product strains and advertising supplies.
Early reactions to the rebrand have been encouraging. The brand new design positions Longbottom & Co as a extra distinctive and premium model. Whereas official market affect information continues to be forthcoming, the daring, character-driven aesthetic has already sparked curiosity inside the business.
In a crowded sector the place manufacturers compete for shelf enchantment and client loyalty, Longbottom & Co’s new identification undoubtedly units it aside.
Gibbs says: “Many premium manufacturers lean too closely on custom, making them really feel staid, whereas others focus solely on fashionable minimalism, shedding character within the course of.
“Longbottom & Co strikes the proper steadiness—rooted in British historical past but refreshingly playful.”
This considerate, character-driven strategy has remodeled Longbottom & Co from a well-loved however visually unremarkable model right into a class chief with an unmistakable presence. With a playfully correct identification that instructions consideration, it now sits comfortably among the many most iconic beverage manufacturers available on the market—match for a queen, certainly.