One tomato's morning, from a dawn harvest at Oakhollow Farm to a noon delivery at a city grocer, told in 75 seconds for Larkmoor, a fictional cold-chain produce service. Illustration, kinetic type, a map animation, an isometric cold store and phone UI pass the same tomato from scene to scene, and an original score builds to the moment the crate opens at noon.
A concept film for an invented brand. The brand is invented; the craft is the real thing.
- Discipline
- Brand explainer
- Length
- 1:15, with original score
- Crafts
- Made by
- Voronoi Studios, in one team: script, design, animation, edit and score
How it was made
The brief. A 75-second brand explainer for Larkmoor, a fictional cold-chain service: it keeps fruit and vegetables cold on the way from farms to city shops and restaurants, all in the same morning. The film follows one vine tomato from the field to a shop counter. It could make no factual claims and quote no statistics, only the brand’s own promises.
- Dawn
Illustration carries the opening. Oakhollow Farm is drawn in layers that move at different speeds as the camera pushes in to a crate. Four tomatoes drop in on the beat, then the hero tomato lands and the tag reads ‘No. 0417’. The sun grows to fill the frame and opens the next act.
- The problem
Kinetic type, words that move to tell the story, carries the problem. ‘Heat.’, ‘Distance.’ and ‘Hours.’ land one by one, and the tomato wilts step by step: ‘Picked at dawn. Tired by noon?’ Then a frost front sweeps across, the clock rewinds and the tomato springs back: ‘Not if it stays cold.’
- The route
Map animation carries the route. The tomato shrinks into the Oakhollow pin and the map opens out from it. Crates travel from four farms to the cold hub, then frost-blue routes branch across the river to the city’s shops, with Wren Yard Grocer marked. A list builds beside it: ‘4 farms, 1 cold hub, 64 kitchens by noon.’
- The cold hub
Isometric 3D, an angled view from above, carries the hub. The doors slide open onto a cold room with stacked crates, a conveyor and a scanner arch. A 4.0 °C readout holds steady while the clock races from 07:02 to 08:51. Crate 0417 stops under the scanner and a card names it: vine tomatoes, Oakhollow, picked 05:14.
- The order
UI animation, the app’s screens in motion, carries the order. The scanner card becomes a product card in the Larkmoor app on a drawn phone. Nell Arden of Wren Yard Grocer taps to add tomatoes and basil, the cart bar rises and she places her order. A tick draws itself, then live tracking runs as the clock races towards noon.
- Noon
The reveal is the film’s one big moment. The tracking icon grows into the real crate landing on Wren Yard’s counter, and the wall clock ticks from 11:59 to 12:00 on the beat. The lid springs off, cold vapour rolls out and the hero tomato rises, glossy with dew, in a burst of noon light. ‘Tastes like it was picked this morning.’ ‘It was.’
- End card
A logo animation closes the film. The shop falls away and the tomato flies into place as the Larkmoor mark, followed by ‘Fresh by noon.’ and ‘Cold-chain produce · farm to city’. The card is settled by 70 seconds and holds to the end.
Look
- #14271E
- #1F4A36
- #3E7A52
- #8DBB6E
- #F5EFE2
- #F3A93C
- #E2452E
- #CFE6E8
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Fraunces and Manrope. One illustrated world with the feel of a premium food brand: flat shapes layered for depth, soft gradients, a thin edge of light and paper grain. Tomato red is kept for the tomato and the point of each scene, and ice and frost blues mark the cold. Fraunces sets the story lines, with italic for emphasis. Manrope sets the labels, the app and every number, with equal-width figures so the rolling digits line up.
Sound
Music in F major at 96 BPM that follows the story. A warm pad, a short tune on soft keys and a wooden tock for each tomato open the film. The problem turns to D minor, with a muted bass line, clock ticks and a low slam on each word, until glassy bells mark the frost. The route lifts with drums, bass and plucked notes, with a pluck for each farm pin and a bell as the crates reach the hub. The hub cools to a half-time beat, which feels half as fast, with a scanner blip. The order adds tap clicks and a success chime. At noon the drums drop out, and ticks and a rising sweep build to the one loud hit. The end card resolves on a warm F chord with a bell.
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