Dole Smoothies Blends

With a presence in more than 90 countries, Dole is an iconic fruit brand with 120 years of history.

With the motto ‘sunshine for all’, the company’s philosophy is based on the belief that good nutrition should be accessible to everyone, just like sunlight.

Dole underwent a design change for its products, moving away from a packaging style that had accompanied the brand for several decades.

At the beginning of 2021, a new management team took over and noticed that something of the brand's DNA had been lost with those new designs. It was at that moment that they reached out to Gonzalo Berro to see if Grupo Berro had the experience for the challenge they faced.

After a series of meetings, Dole chose Grupo Berro to help recover the brand's DNA and to ensure that the new design also strengthens the appetite appeal of their products.

In the first phase, taking advantage of the launch of a new product within the line, we urgently took on this ‘bridge’ design.

This new product will share space with the existing line, and the challenge was to achieve unity in the family for visual harmony while also allowing the new design to showcase the first signs of a branding criteria.

The new ‘Berry Spark Boosted Blend respects the graphic structure of the Crafted Smoothies line (see comparison) but presents a newer, more modern, and relaxed image where the glass and the fruits are in motion with much more naturalness and freshness. On another note, we decided to remove the illustrated sun image so that the brand and the image take center stage.

When we see the before and after, it is clear how Dole regains prominence at the point of sale.

And this project is just the beginning!