Tomatoes with character
How brand recognition reaches the markets
September brings the end of summer... but some habits return, such as writing. For this return I have decided to talk about a fresh and healthy topic: tomatoes!
Personally, I don't know how to choose a good tomato, but thank goodness I don't have to do it very often. I see a lot of tomatoes lately on my Instagram feed, and it's not on the moob account, but on the photographers or set designers. Why?
Brands indeed tend to use a lot of metaphors and visual games to relate elements that a priori don't go with their product, but with a global look, they start to make sense. Stephanie Stamatis @stephanie_somebody is an art director and set designer who is an example that, if you have a trained eye, the inside of your fridge can become as pleasing as a landscape photo. Here's a taste of her Instagram story today:
In fact, Stephanie collaborated with Flamingo State, a brand based on her farm in Los Angeles, where they produce soaps, candles and other products directly from their crops. The ‘Tomato Collection’ presents a line of products made from this fruit (yes, it is a fruit according to botanical classification), so the product photographs are still lifes that place the tomato as the main character next to the product it will become.
These decisions are made to ensure that the final image that reaches the public is aligned with the brand's core values, which is why it is common to see them in skin care or wellness products, where the words ‘nature’, ‘Kilometre 0’ or ‘organic’ are (not so) subtly incorporated into the product presentation.
Like this ‘very demure and mindful’ representation of the essence of perfume.
But the reason why we are talking about tomatoes and still lifes is because of the following example I want to share with you.
As a result of this tweet I noticed something that people seem to recognize when they visit the supermarket, the ‘Loewe tomato’. When I think of Loewe, I think of their Paula's Ibiza summer collection of 2023 or the collaborations that are so... Unexpected. But undoubtedly for me, the advertising of its line of wellness products such as perfumes and candles is what catches my attention the most. Even the Spanish brand has developed a ‘tomato line’, with the same pattern we mentioned before. Still, unpredictable and iconic as their brand is, they have known how to listen to their audience in networks and have jumped into the trend, highlighting what has become a symbol of their uniqueness by creating a bag where one of these tomatoes fit perfectly, as they have their shape.
And that’s a wrap, I hope you enjoyed today’s entry, remember to check @jeroni.saint for more.
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See you next week