Smurfit Kappa and Isle of Wight Tomatoes have collaborated to create a new box that aims to keep tomatoes in perfect condition, while also displaying a bold new brand design.

Isle of Wight Tomatoes contacted Smurfit Kappa Gosport to review an existing supply of a 1.5 kg punnet with a lid that did not fit the base properly, causing problems with transporting the produce.

This also meant that customers were receiving damaged produce which the company felt, in turn, was resulting in a poor user experience and perception of the brand. At the same time, Isle of Wight Tomatoes’ marketing team was looking to implement a new brand position and identity.

After several visits to the island, Smurfit Kappa produced a ‘lattice box’ design that features diamond-shaped holes in the box, which is necessary to prevent any fungal growth – ensuring the produce reaches customers in the correct condition.

In terms of branding, the new box design features a star logo that evokes a tomato calyx and boasts a bold all-over vibrant yellow colour reflecting Isle of Wight Tomatoes’ slogan: ‘More Sunshine, More Flavour.’

The company hopes that this redesign and fresh new image will allow it to break from the mould of the typical punnets consumers usually see on store shelves, by sporting a vibrant new yellow branding that catches customers’ eyes as they browse the isles of supermarkets.

Both Isle of Wight Tomatoes and Smurfit Kappa also believe that the new recyclable pack will satisfy consumers’ growing expectations that the brands they buy from are considering their impact on the environment.

For example, a recent poll from YouGov claims to show that half of Brits say they’d pay more for products contained within what they identify as “eco-friendly packaging” and that given the choice of “eco-friendly packaging” at a higher price, or standard packaging at the normal price, Britons are more likely to say they would opt for the “eco-friendly” option.

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