Joining forces with Dole Worldwide Packaged Foods, we worked to create a new functional food supplement brand, ‘The Secret Nature of Fruit’, as part of Doles transformation to a nutrition and wellness company.
The Food and Beverage sector has started to adapt, offering new ways to support holistic wellness lifestyle choices as worlds merge and consumers realise purchases can be both ‘good for you’ and ‘effective’.
Dole was looking to forge a compelling new brand narrative within this landscape, by harnessing the power of fruits to expand their range into daily immunity offerings, delivering additional nutrients through enhanced foods.
We focused on creating distinctive packaging design that would elevate the brand’s first ever range of Immunity Essential powders and effectively communicate the brand’s positioning and values in a saturated functional food supplement category.
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 likely to try products that align to their values around ingredient transparency and clean label sustainability.
We delivered an end-to-end brand that complemented the wider Dole portfolio, using relevant language and imagery to create meaning for the target consumer, whilst representing the overarching Dole promise of ‘Sunshine for All’ – reflecting the business’s mission to nourish and provide for everyone.
From semiotics, territory creation, brand naming, creative strategy, pack design, commissioning, and art-directing photography to structing a brand book and digital comms content, we used our expertise to embark on a journey to bring ‘The Secret Nature of Fruit’ to life.