Tomatoes for a large part are just a commodity and stocked as the grocer feels fits within their budget and/or their convenience. Tomatoes can come from anywhere and price rules. Mexico can produce a very competitively priced tomato. No demand for a specific brand, no need to stock it. They can come from anywhere and the customers would still be happy.
The work represented here was how we answered that need. There were two things missing: A branded name and a position line that would be recognizable and memorable. We created the idea of calling all Florida Tomatoes "Florida Red" and used the line "The Happiest Tomatoes On Earth." Designing a new logo and look that embraced an own-able name and a specific position line would differentiate them and help solve this unbranded commodity problem.
Here's how we made some noise for Florida Red Tomatoes: