Campil
Client.
Campil
Business & Brand Strategy..
Branding.
Food Distribution.
Bringing together nearly 60 years of history and expertise as Campil enters a new era.
Context.
Campil began producing tomato paste in Ribatejo in 1967. Almost six decades later, it processes over 250,000 tonnes of fresh tomatoes a year and supplies the food industry in markets around the world. As a family business, it has grown by fostering strong relationships within its team, with growers and with customers. This closeness has become an integral part of the product’s quality. A story with value, a recognised product, an operation ready for the future. All that was missing was an updated brand that reflected all of this.
Challenge.
The old brand identity portrayed Campil as a smaller company. It was necessary to communicate scale and specialisation, whilst at the same time highlighting the value of the product: tomato paste is always at risk of being treated as an undifferentiated product, chosen solely on the basis of price. Campil needed a brand capable of raising its profile amongst customers and partners in the food industry, strengthening its relationship with producers and sustaining its ongoing international growth.
Immersion.
During the immersion phase, we went out into the field to understand what defines Campil: we interviewed the management team, listened to customers and stakeholders, analysed internal information and visited the facilities. As part of our market analysis, we also studied brands that have successfully transformed agricultural products into stories of quality, provenance and culture, and sought to understand customers’ decision-making criteria and the challenges facing the sector. The immersion confirmed that quality and service are the key differentiating factors. But it also revealed a richer heritage: Campil’s history, its technical and industrial expertise, its close ties with producers, its Portuguese origins and its ability to transform tomatoes into a shared culture.
Brand Strategy.
We started with a central idea: to highlight how Campil has turned tomato-growing into a culture through the expertise, high standards and dedication of those who have been doing it for almost 60 years.
We built the brand around mutually reinforcing dimensions: History, as evidence of experience and continuity; Culture, in the form of a close-knit and responsible way of working; Origin, in the promotion of Ribatejo tomatoes and domestic production; Process, through mastery of every stage, from cultivation to processing; Quality, through consistent technical standards; Relationships, through ongoing collaboration with growers, customers and teams; Future, through a vision focused on innovation and sustainability.
We have thus defined a clear ambition: to raise the quality of tomato concentrate originating from Ribatejo, Portugal, and to give it a global reach.
Concept.
We have summarised this proposal in the tagline “Concentrated on the best tomatoes”. We have taken the technical term “concentrate” and turned it into the brand’s guiding principle – an expression of ambition: “Focused on tomatoes. Focused on their origin. Focused on the growers, our customers and the future. From the finest tomatoes of Ribatejo, we make the finest tomato concentrate.”
Brand Identity.
The new identity draws on Campil’s visual heritage and gives it a contemporary feel.
We have redesigned the historic wordmark, softened the curves and standardised the letterforms, whilst preserving the brand’s familiar feel. The new circular logo incorporates the company’s founding date and area of specialisation, emphasising both its experience and focus within a single symbol. Tomato red now dominates the visual system, accompanied by white, natural tones and touches of green. To give the brand a truly distinctive voice, we designed Tomatoes Sans: an exclusive, robust and expressive typeface, directly inspired by the organic shape and character of the tomato.
Implementation.
The brand identity was designed to encompass Campil’s entire value chain, from the field to the international market: industrial packaging, the factory, the fleet, uniforms, corporate materials and a new website aimed at a B2B audience, developed to showcase the company’s industrial capacity, products, certifications and origin.
Sustainability has been given its own voice through Red Regeneration, Campil’s programme dedicated to regenerative agriculture, a natural extension of the brand’s culture of community engagement and continuous improvement. The programme includes training, technical support, pilot projects and agronomic monitoring via soil and atmospheric sensors.
Campil is now equipped with a brand that conveys the scale of its business and clearly communicates what it stands for: expertise, provenance, quality and ambition.
