Longbottom & Cos playfully proper rebrand by Derek&Eric

Over the years, Longbottom & Co – a standout brand in the tomato juice category – has built its reputation on quality. It's always been known for its commitment to using all-natural, easily pronounceable ingredients and freshly pressed tomatoes.

The problem, though, was that its visual identity failed to reflect its premium status, instead evoking a generic, own-brand aesthetic. In response, creative agency Derek&Eric stepped in to reimagine the brand, developing a fresh new personality for Longbottom & Co that marries British heritage with a playful, modern twist.

At the core of the rebrand is the idea of 'Playfully Proper', a positioning that captures the balance between Longbottom & Co's dedication to craft and its light-hearted sophistication. This concept is embodied in the bold Queen Mary mascot, whose Tudor-inspired tomato headdress serves as a witty visual double entendre. Combine this with her knowing smirk and sparkling eyes, and you get a perfectly regal and approachable mascot.

"The key goal was to align the brand's visual identity with the exceptional quality of its product," says Derek&Eric managing director Jon Gibbs. "The previous design didn't reflect its premium standing, so we introduced a distinctive, character-driven approach that blends British heritage with a modern, witty edge."

This delicate balance between tradition and playfulness is further reinforced through the refined typographic roundel, again bringing a sense of craftsmanship and authority to the brand. The vibrant colour palette, inspired by freshly pressed tomatoes, also ensures maximum shelf appeal.

The strategic decision to use Queen Mary as the brand's central icon gave Longbottom & Co an ownable, immediately recognisable character. The team explored several iterations before settling on the final design.

Gibbs explains how earlier versions "leaned more heavily on historical accuracy," but the studio decided that they lacked the approachable wit they were looking for. "Through iterative refinements, we focused on a more expressive, stylised portrayal that captured both regal authority and modern charm," he says.

This sense of wit and sophistication extends beyond the mascot to the typography, which was carefully selected to reinforce the brand's premium positioning and maintain a contemporary feel. The roundel-based logotype also embodies a sense of legacy, while subtle details in the letterforms keep it modern and engaging.

Colour played a crucial role in the redesign, with a palette inspired by the natural vibrancy of tomatoes. Rich reds, deep crimsons, and complementary golden hues were chosen to evoke freshness, appetite appeal, and a regal sensibility. The interplay between these bolder tones and more muted, premium shades ensures that the packaging feels both lively and polished.

While the new visual identity is immediately striking on the packaging, its versatility extends across multiple touchpoints, from digital experiences to in-store activations. Gibbs says: "The new identity is designed to be highly adaptable, and the Queen Mary mascot and typographic elements feature prominently across digital ads, social content, and the brand's website, maintaining a consistent visual and tonal identity."

This cohesive approach ensures that Longbottom & Co's premium yet playful positioning is not just limited to its packaging. It extends into every aspect of the brand experience, helping it stand out in an increasingly competitive market.

For Derek&Eric, the biggest hurdle with this project was striking the perfect balance between heritage and modernity.

"There was a risk of the brand feeling either too old-fashioned or too irreverent," notes Gibbs, adding that it took multiple design iterations and testing to land on the right expression for the mascot. The same was true for the development of the typography and colour palette.

Additionally, ensuring that the design system worked seamlessly across different packaging formats was a priority. The team overcame this challenge by developing a flexible yet cohesive system, allowing the brand to retain its integrity across product lines and marketing materials.

Early reactions to the rebrand have been encouraging. The new design positions Longbottom & Co as a more distinctive and premium brand. While official market impact data is still forthcoming, the bold, character-driven aesthetic has already sparked interest within the industry.

In a crowded sector where brands compete for shelf appeal and consumer loyalty, Longbottom & Co's new identity undoubtedly sets it apart.

Gibbs says: "Many premium brands lean too heavily on tradition, making them feel staid, while others focus solely on modern minimalism, losing character in the process.

"Longbottom & Co strikes the perfect balance—rooted in British history yet refreshingly playful."

This thoughtful, character-driven approach has transformed Longbottom & Co from a well-loved but visually unremarkable brand into a category leader with an unmistakable presence. With a playfully proper identity that commands attention, it now sits comfortably among the most iconic beverage brands on the market—fit for a queen, indeed.