What was the challenge?

The Food and Beverage sector was changing. It was adapting to the demands of a new generation of health-conscious consumers who were seeking out products that were both good for you and delicious.

Dole Worldwide Packaged Foods was looking to launch a new brand of Immunity essential powders that ticked all the boxes within this landscape.

They asked 1HQ to help them create the brand identity from scratch. The challenge was making their powders stand out in the saturated functional food supplement category. How could we use clever and impactful packaging design to make ‘The Secret Nature of Fruit’ a little less secret?

What was our thinking?

The brand needed to engage with current vitamin and supplement users and proactive health seekers, driven by Gen Z and millennials.

‘Well-thy’ consumers are looking for products that align to their values around ingredient transparency and clean label sustainability.

By conducting a global semiotic analysis of the signs, codes and symbols of fruit and powder supplements, and adjacent categories such as supplement gummies, our strategy team identified the relevant language and imagery to use on pack.

What did we do?

From semiotics, territory creation, brand naming, creative strategy, pack design, commissioning, and art-directing photography to structuring a brand book and digital comms content, we used our sector expertise to embark on a journey to bring ‘The Secret Nature of Fruit’ to life.

Our design team pivoted the packaging design around the idea of targeting the secret ingredients that lie within fruit. The radiating vibe around the central brand device uses macro photography to highlight individual textures. The vivid colours cue the power and goodness of each individual fruit as an ingredient, making pack navigation easier within Dole’s wide range.

What did we achieve?

This bold visual representation increased appeal within the global network and spearheaded a successful move into the functional health space, a brand-new category for Dole.

These eye-catching pack designs played a significant role in the range’s successful launch.