T&G embarked on a journey through Better By Design programme to learn more about New Zealand consumers with the goal of growing the NZ tomato category. Through this process, we unlocked key consumer insights and discovered exactly what consumers look for when choosing tomatoes. With these values, we created a fresh new look for Beekist working with design agency Principles. After coming up with the new brand look we brought the design in-house and made implementations through from POS materials, trucks to recipe cards and packaging design. Beekist is now one of the best-selling tomatoes in New Zealand and is still growing its category.