Tomi Ketchup
A multi-year ketchup engagement — and Tomi the Brave, a kids’ hero
Tomi didn’t just compete in Romania’s ketchup category — it founded and leads it, with a 40%-plus share. The strategic job across 2010–2012 was to defend that lead against rising private-label and global-brand pressure by building emotional, generational loyalty. Brandient worked it on several fronts for Orkla Foods Romania: redesigning the core range, developing a premium line and creating a new sub-brand to win the next generation.
The standout chapter is Tomi the Brave (Tomi cel Viteaz). At the end of 2010, Orkla launched a new sub-brand of its well-known Tomi ketchup to deepen loyalty among existing fans and reach a new audience: kids. Brandient created the name and the visual — a funny, unmistakable character that carries Tomi’s spirit. The little bull, Tomi the Brave, is (too) full of energy — as every parent will recognize — which makes him a child’s reliable friend. Brandient also built the creative platform for the sub-brand’s communication and supervised the character’s 3D animation and visual appearance.
Alongside the sub-brand, Brandient redesigned the core Tomi ketchup packaging and developed a premium line (2011–2012), extending the brand’s presence across tiers.
Client:
Orkla Foods Romania
Industry:
Food and Beverages
Project type:
Rebranding
Date:
2009–2012
Services:
Brand and Packaging Redesign · Premium Range Design · Brand Name, Narratives and Voice · Character and Visual Identity · Creative Platform · 3D Animation Supervision
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