Principals refreshes Perino tomatoes brand

30 July 2020

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Principals has delivered a new brand story, strategy and key messages as well as an updated brand identity.

Branding agency Principals has refreshed the brand for Perino tomatoes.

Produced by Australia’s leading grower, packer and marketer of fresh fruit and vegetables, Costa, Perino was already a popular snacking tomato, however, it lacked brand awareness and struggled to overcome shoppers’ auto-pilot mindset and limited knowledge of the category.

Principals has created a strong brand platform to take Perino forward.

The simple and modern branding helps the product to stand out on the shelf and calls on the provenance of the Australian-grown tomato with its one-of-a-kind naturally sweeter flavour.

“This is the next step in the evolution of the snack-size tomato Australians love," Costa marketing manager – tomato category, Kylie McKnight says.

"Perino’s refreshed brand is clear, simple and will help to build on the growing brand recognition in-store.”

As part of the work, Principals has delivered a new brand story, strategy and key messages as well as an updated brand identity including a refreshed Perino logo which carries through to packaging design.

“It’s often said we eat with our eyes, and that starts when we’re out doing the shopping," Principals creative director Pip Ireland says.

"This work was about taking Perino’s bold new brand positioning and creating an identity that makes it stand out for customers as one of the tastiest products in the fresh food aisle.”

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