Rosella is a well known Australian brand and their commercial tomato puree products have a valuable story to tell. At a time when the usual Italian brands were becoming unfavourable, the freshness and quality of a locally sourced product emerged as a strong point of difference.
Alongside the packaging development, I worked on the concept and aesthetic for the advertising and website. I capitalised on the idea that the tomatoes used to make each product could be tracked back to their local farm of origin. This data was incorporated into the website so that discerning chefs could see Rosella's passion and support for local produce and exactly where in Australia their tomatoes were coming from.
