Blending creative vision, strategic thinking, and technical excellence, we’ve transformed Tomato into a bold, digital-first telco that audiences genuinely connect with.
After almost two decades of partnership with A1 Hrvatska, Croatia’s leading telecommunications operator, we took on our most ambitious project yet. What started as a request to refresh the mobile solution we built together nearly a decade ago grew into something bigger: a complete transformation of the brand and mobile experience.
Multiple challenges solved under one roof
Tomato is A1 Hrvatska’s B-brand, a value telco built around a flexible unit-based tariff model, unmatched simplicity, and the best price on the market. When Tomato approached us in 2025, the brief was focused: modernize the mobile experience to reflect a new tariff model and new payment methods, and enable users to manage everything digitally without visiting a store.
But the deeper Infinum looked, the clearer it became that it doesn’t make sense to do the surface digital refresh without addressing the brand identity crisis underneath. Despite a genuinely disruptive product offering, the brand had faded into the background over the years and was reduced to the ‘cheapest’ option in the mind of consumers, and was invisible to younger, more discerning audiences.
For the first time, Infinum delivered a complete brand transformation, a revised brand strategy, new creative direction, and an overhaul of visual identity, alongside a full mobile rewrite and redesign. The new brand identity was seamlessly translated into the UX/UI design, and the mobile self-service experience delivered on the brand’s promise of full control.
Collaborating with Tomato’s external creative partners, we also provided the visual direction and campaign toolkit for the new brand launch.
The brand and the mobile experience now tell the same story: Tomato isn’t just another budget telco. It’s the only telco that actually empowers people by giving them full control on their own terms.
Throwing tomatoes at the telco industry
At the heart of the brand transformation was a simple but powerful insight: rebellion was already written into Tomato’s DNA. The name itself references the historical act of throwing tomatoes as a form of audience protest. The tariff model, a flexible unit system that bends to one’s life, was already doing what most telcos never would. We went back to those roots and built a brand around rebellion against a broken industry and the freedom to live on your own terms, not your telco’s.
We brought the new brand proposition to life through a bold, loud, proud, and unpolished creative direction, where nothing is decorative, and everything is rooted in strategy. Every design ingredient connects back to one of two things: the physical world of the tomato, or the brand’s rebellious, anti-corporate attitude at its heart.
As a brand, if you’re born from a specific mindset, what you stand for should shine through in everything you do. With Tomato, every creative decision was purposeful and judged against the brand strategy, not taste.
JOOST HUVER
DESIGN DIRECTOR,
YOUR MAJESTY — PART OF INFINUM
For a brand built around giving people control, the mobile experience had to deliver on every bit of that promise. Users can now do everything themselves: change tariff, view and pay bills, switch payment method, activate additional packages, and check usage history, all in just a few clicks, without ever visiting a store. The UI is bold, expressive, and colorful, in line with the new brand identity, while the UX is clean, simple, and built to the latest accessibility standards.
Judging by the recent glowing App Store reviews, testing the experience on real users and focusing on their needs really paid off.
“The redesign was not just about new features or a refreshed interface. It was about changing the paradigm, from digital as a channel to digital as the heart of the product,” concluded Iva Babić, Head of Product Marketing and Business Development at A1 Hrvatska.
Two decades in, our partnership is still going strong
The refreshed Tomato brand and mobile solution are now live, and Croatia has noticed. The brand launch campaign is running on billboards and city lights throughout Zagreb, as well as on Tomato’s digital channels. If you’ve walked through the city recently, you’ve probably seen it. A campaign this bold is hard to miss.
The initial response has been very encouraging. Industry feedback has been overwhelmingly positive, and one of the most telling signals is that people are actually stopping to notice our ads and taking the time to read and engage with them. In today’s fast-paced media environment, that is a strong indicator that the new Tomato is resonating.
ANA KLJUČEVIĆ,
MARKETING COMMUNICATIONS SPECIALIST,
A1 HRVATSKA
“New technologies will open completely new ways for users to manage services, interact with products, and experience telecom. With partners like Infinum who understand both the technology and the product vision, I’m confident we’ll see many exciting new versions of the apps in the future,” added Iva Babić, Head of Product Marketing and Business Development at A1 Hrvatska.
For more details on the project, read the full case study. If your business faces a similar challenge, contact us to learn how we can turn that challenge into a magnetic brand or a digital experience that propels your business forward.