Challenge
In a saturated food aisle, tomatoes are often treated as a generic product. The challenge was to restore character, visual density and a simple promise that can be understood in seconds.
Harvest identity
Le Cap
The packaging grows out of the harvest crate: a raw, deep and unmistakably Mediterranean territory.
Retail campaign
Le Cap
A campaign that positions the tomato as a product with character: simple, sun-filled and memorable.
Shelf impact
Le Cap
On shelf, deep green creates a powerful brand block against the product’s natural red.
Range system
Le Cap
The shipping cases extend the harvest-crate idea and create a highly recognisable range signature.
Product truth
Le Cap
The packshot celebrates the product itself: pulp, texture, freshness and a promise of authenticity.
Packaging architecture
Le Cap
Jars and metal tins speak the same language: clarity, robustness and purposeful premium cues.
Material detail
Le Cap
The material detail reinforces product proof: transparency, density and appetite appeal.
Project images
01/07
Packaging Design · Food · Mediterranean
Le Cap
A raw, sensory identity for a range of Mediterranean tomatoes: the essence of tomato, nothing else.
Project name
Le Cap
Methods
DCD
DATEM
Deliverables
Brand identity
Packaging design
Retail art direction
Brand story
Le Cap, the Mediterranean in its purest form.
Le Cap starts with a simple, popular and universal ingredient: the tomato. The graphic treatment gives it a denser, more authentic, almost agricultural presence. Deep green, tomato red, condensed typography and industrial texture create a direct, clear and premium territory without losing the product’s authenticity.
The project is featured on World Brand Design for a packaging system inspired by Mediterranean tomatoes.
The approach creates packaging that embraces its utility while building a genuine shelf signature. Jar, tin and crate become elements of one language: robust, direct and Mediterranean.
Solution
We built a packaging system inspired by agricultural harvest crates: visual cut-outs, deep green, bold typography and contrast with the product’s red. Packaging becomes container, signature and proof of freshness at once.
Impact
Le Cap gains a powerful shelf presence. The brand becomes instantly recognisable, more premium, more memorable and better able to support a complete range without losing its simplicity.
Craft & added value
Create value through radical simplicity.
The DCD method identifies the trust cues in food: origin, naturality, clarity, texture and shelf impact. DATEM turns these signals into a feeling of truth: freshness, sunlight, harvest and the simple gesture. Art direction then connects packaging, retail and communication in one coherent system.
For Le Cap, packaging design does not try to decorate the tomato: it gives it structure, a voice and a brand presence that works both on shelf and in campaigns.
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