Tasked to refresh a brand’s look & feel is a mammoth job. Tasked to evolve a brand’s look & feel for a brand like Dole Packaged Foods, LLC – a global business delivering fresh & packaged fruit with positive impact on people and planet – is an immense responsibility and an exhilarating moment in an agency’s life.

When the client joined 1HQ Netherlands for a first chat, they briefed the agency on the significance of shelf stand-out, refining the packs’ narrative to communicate provenance and heritage, as well as helping to resolve brand architecture to help appeal to a more vibrant and health conscious consumer.

1HQ Netherlands facilitated Dole Packaged Foods, LLC to conduct extensive research to determine consumers’ needs and preferences, and to unearth key aspects of the brand that were perhaps previously challenged. With a broad target group, ranging from young to the young at heart, the results were varied yet interesting. They led 1HQ Netherlands to establish a number of distinctive brand assets rooted in its essence leading them down a path of provenance, flavour and freshness.

Offering “Tropical goodness since 1901”, 1HQ Netherlands aimed to showcase Dole® as the protagonist of exotic and delicious fruit with abundant and refreshing photography. They established rules on typography – for clarity, modernity and boldness – as well as an effortless ‘variant’ system to help ease readability on-pack.

The master brand was enhanced as a brand made of sunshine, and on-pack messaging aimed to put forward a planet-and-people-friendly tone. Finally, the packs are signed off (and endorsed) by the founder’s signature, bringing back a sense of heritage and pride!

Ultimately, this evolution brought a breath of fresh island air to
the packs and supported the brand in affirming its space as a category leader.