Looye Kwekers: How a simple paper band elevated tomato branding and sustainability

Looye Kwekers isn’t just a tomato grower. For generations, they’ve been crafting tomatoes with a care that feels more artisanal than agricultural. Their JOYN tomatoes, vibrant, flavourful, and grown with purpose, are a testament to their passion for quality. But as any grower knows, even the best produce needs the right presentation to make it shine. That’s where their packaging story begins.

Reimagining packaging with a purpose

When the team at Looye set out to rethink how they wanted to present their tomatoes, the goal was simple: reduce packaging without compromising on quality or visual appeal and enhance their premium look and feel. “We asked ourselves how we can keep things light, sustainable, but also stylish?” recalls their marketing manager. It was a moment to align their external look with their internal values.

Their answer? A printed paper band. Minimalistic yet impactful, the new band replaced the older film band and instantly made the JOYN tomatoes feel more exclusive.

From plastic to paper: A conscious step forward

The switch wasn’t just about looks. It marked a deeper commitment to sustainability. The paper band, chosen for its eco-friendliness, also allowed Looye to rethink the tub it paired with, resulting in a lighter and more compact package. Less material, fewer emissions, and no compromise on protection. With help from banding experts at Bandall, they crafted a solution that held the tomatoes securely while giving them center stage.

Packaging that talks and connects

But the transformation didn’t stop at functionality. The band became a storytelling tool. With bold branding on the outside and recipe inspiration on the inside, it turned passive packaging into an interactive customer experience. Shoppers weren’t just buying tomatoes; they were being invited into the world of JOYN, with tips on how to enjoy them best.

This approach came to life even more during a promotional campaign for JOYN. Looye introduced a specially designed, double-sided printed band. The outside captured attention with branding and campaign messaging, while the inside revealed additional information once the band was removed, like a hidden layer of the brand story. It was one strip, delivering two powerful messages without using any extra material. Bandall’s early involvement in the design process was vital. Their precision ensured the band was not only technically sound but also seamlessly aligned with Looye’s visual and brand goals. It wasn’t just a functional tool; it became a true extension of the product experience.

Surprising wins behind the scenes

Operationally, the benefits were also instantly experienced. The packaging required no glue or seals, simplifying the production line and adapting effortlessly to different tomato sizes, which saved both time and money. And with the tomatoes partially exposed, customers could see, smell, and even touch the fruits, further enhancing the experience.

One band, multiple wins

This small strip of paper helped Looye achieve significant results: communicating its sustainability story, elevating its brand image, and improving logistical efficiency. Even their promotional efforts got smarter, with a double-sided band that told two stories on one surface.

In a market crowded with noise, Looye found a way to speak clearly, with less material, more meaning, and a design that truly does their tomatoes justice.

Make a difference. Go banding.