Looye Kwekers – Packaging
The
Chanel of
tomatoes
Europe’s first premium tomato brand
Looye Kwekers – Packaging
The Challenge
Looye Kwekers wanted to evolve from a house of brands to a unified branded house. After the successful introduction of the brands Honingtomaten and Joyn, it was time to strengthen the Looye Kwekers brand across all packaging design and retail touchpoints — elevating its premium perception and reinforcing family connection within a competitive fresh produce market.
Strategy & Design Approach
We developed a cohesive brand strategy to increase brand prominence and shelf standout. A key part of the strategy was creating visual continuity across the range while ensuring each proposition retained its unique flavour story. We introduced ‘The Arch’ — a signature holding shape combined with the Looye crown — symbolising a classic tomato and unifying the brand’s visual identity.
Brand Architecture | Logo Design | Packaging Design
Visual Identity
The Arch creates distinctive negative space on the packaging, drawing attention and enhancing recognition. Complemented by rich, dark tones and flavour-inspired graphics, the visual system strengthens premium cues and taste appeal. The flexible design system was rolled out across various pack formats, maintaining consistency while allowing for tailored expressions per product.
Results
The refreshed brand design transformed Looye Kwekers into a recognisable, premium brand in retail, with stronger shelf presence and improved brand recall. The unified identity elevated both brand value and consumer perception, driving distinction in the fresh produce category aligned with modern design trends and evolving shopper preferences.
