In-house design at a New Jersey produce importer: building out Tommy's Farm, the company's own fruit brand, and taking ESU to the Global Produce & Floral Show.
One fruit brand, one company, one show floor.
ESU sources produce from growers abroad and distributes it across the US. Tommy's Farm is its consumer brand — shine muscat, pomegranate and mandarins carried by a farm-boy mascot — and I built it out from the box to the website. In October 2026 both names went to the Global Produce & Floral Show in Orlando, so the show work runs on two voices: ESU speaking to buyers as a sourcing partner, Tommy's Farm speaking as the product on the shelf.
ESU's own produce brand. A navy-and-cream premium line for shine muscat alongside brighter, character-led packs for the rest of the range, tied together by one mascot and one website.
Four 1lb (454g) clamshells to a case. Deep navy and cream with a line-drawn vineyard wrapping all four sides, gold script for “Premium”, and a matte finish so the fruit carries the colour. The tray and clamshell label repeat the same navy so a single pack still reads as the box it came from.
Hover or tap a card to see the back.
A 5×7 sheet per product for buyers: one flat colour per fruit, a chunky headline, the retail pack front and centre, and a QR code to tommysfarm.us. Same grid on all four, so the set reads as a range when fanned out on a table.
A one-page brand site: the season's picks, a four-step sourcing story told by the mascot, a scroll-driven farm road scene and a wholesale contact form — cream, tomato red and farm green, built mobile-first. Visit the site ↗
ESU's booth #2091 at the IFPA show. The company name went on the build and the buyer material; the Tommy's Farm range and mascot filled the product wall, the sampling counter and the brand's own social feed.
A wood-frame island: a hanging ESU ring sign visible across the hall, a Global Sourcing banner on the aisle side, five product panels behind a bar counter, and a lit ESU × Tommy's Farm counter at the corner for sampling.
The loop that ran on the booth screen through the show — 1080p, built to play without sound across the hall.
One panel per product, each in its box's own colour, the name set vertically so it reads from down the aisle, and a shelf niche cut in to hold the real box.
The leave-behind for buyers: ESU and its brands on the outside, then the inside split between the Tommy's Farm range — season and pack size under each product — and a Seoul Shine page for the premium shine muscat.
The show landing page for buyers: the booth and its dates up top, then ESU's story, the Tommy's Farm range with spec sheets, a Seoul Shine page and a year-round season calendar — ending on one ask, book a meeting at Booth 2091. A sticky button keeps that ask in reach on mobile. Visit the site ↗
As it ran: The Produce News, October 9–26, 2026, pp. 134–135. Our full-page ad sat opposite a feature on ESU and ESU Korea’s Shine Muscat programme — “Delightful. Premium. Excellent.” with the brands, the fruit and Booth #2091 in one read. The same ad ran online as a 300×250 banner, with a “Click to schedule” button doing the work.
The tall banner on the booth's aisle side: where ESU sources from, the boxes it ships, a season chart, and how it reaches the US — the company pitch in one standing read.
The same show, told twice. ESU's feed stayed live-action and buyer-facing — the trip, opening day, the meetings. Tommy's Farm ran a character-led countdown from the farm to the booth. Lined up on one date axis so the two voices read side by side.