A Saudi Arabian desert landscape transforms into a luxurious packaging design.
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Dates have an almost mythical stature in the Arab world. This incredible fruit was often presented in an uninspiring manner and it was our assignment by Al Madinah Heritage Company, a PIF company, to create an ultra premium packaging that reflects the significance of this iconic staple, which is being offered through NUA, one of MHC’s brands which specializes in cultivating the finest dates in the world.
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And this is our journey for Dunes, the creation of a luxurious packaging for their exclusive product.

A visit in the dunes can take your breath away. This ever-changing and yet so evocative landscape was the starting point for our concept. The soft ripples of the sand in Saudi Arabia were translated into a continuous curvaceous form of a mirrored polished stainless steel, able to embrace each date individually, thus preserving their freshness.
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Dunes is multi-functional. It was conceptualized to serve both as a storage item but also as a presentation object. Bringing together warm walnut wood and a lustrous tray, it symbolizes the Saudi bonds with heritage and their constant strive for innovation.
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Technically intrinsic, the packaging pushed the creative boundaries of specialists in three continents.
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Utterly modular, Dunes is ever changing. The date tray can be placed both on the bottom and the top wooden part, and it can be flipped 180 degrees to alter the cavity size. Both ways fit in both wooden parts, while a perfectly molded shape-negative insert prevents the dates from shifting during transport. Naturally, the tray works as well as a stand-alone element directly on the table.