Toomato

Toomato is a triple-concentrated tomato paste from New York, the small ingredient that does the heavy lifting in a sauce or a stew. Inácio Eugênio led it end to end, from positioning and the name to the identity, packaging system and guidelines. The extra "o" turns "too much tomato" into a compliment, and "use less" says exactly what the product does.

The mark reduces a tomato to a ring and a stem, and the stem stands in for every t in the wordmark. The rest is pushed to one loud red, short cheeky lines set in a bold condensed sans and a cream ribbon of type, For the love of food and tomato, that bends around photos, billboards, flyers and staff tees. Made in collaboration with Kenneth So.