Dole Smoothies Blends

With a presence in over 90 countries, Dole is an iconic fruit brand with 120 years of history. With the slogan 'sunshine for all,' the company's philosophy is based on the belief that good nutrition should be accessible to everyone, just like sunlight. Dole undertook a redesign of 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 some of the brand's DNA had been lost with the new designs. It was at that moment that they contacted 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 them recover the brand's DNA and also strengthen the appetite appeal of their products with the new design. In the initial stage, leveraging the launch of a new product within the line, we urgently took on the task of working on this 'bridge' design. This new product will share space with the existing line, and the challenge was to achieve unity within the family to ensure visual harmony while simultaneously allowing the new design to showcase the first traits of a branding criterion. The new 'Berry Spark Boosted Blend' respects the graphic structure of the Crafted Smoothies line (see comparison) but presents a new, more modern and casual image where the glass and the fruits are depicted in motion with much more naturalness and freshness. On the other hand, we decided to remove the illustrated sun image so that the focus is on the brand and the product image. 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!