1HQ were tasked to evolve the brand identity of Dole packaged foods. Alongside our design director, together we created a playground of modernity, while staying rooted into the tradition of such a long standing company.

I spend months developing and testing, trialing and creating new rules for the visual identity of Dole. In our tiny team, we divided and conquered the beast, and we certainly weren’t shy of a good conversation to allow Dole to become the modern household name it deserves to be.

We wanted to develop a brandworld that is rich and natural, taken straight out of the everyday lives of Americans, filled with love and warmth. Grounded by it’s longstanding heritage.

Photography

I collaborated with our design director to develop three distinct photography briefs: one for lifestyle, one for product, and one for dishes. I took full ownership of the dish photography brief, managing every detail in the studio. From prop selection and hand talent to food styling and lighting. I oversaw this brief from concept to completion while also supporting the development of the other two briefs.

The goal of this photography project was to foster a sense of familiarity and connection with the audience, and evolve their photography style which has been stuck in a previous decade.

Patterns

Alongside creating pages and guidelines for the brand book, we also had to develop new assets in order to medernise the brand. I created a suite of ownable Dole patterns inspired by their newly highlighted Leaf shape and frame, along with a selection of their most popular fruits. We wanted to create a set that could be used to liven up graphics,only to be used in absence of fruit or pack, to extablish the Dole brand in neutral environments.

The Patterns livened up the world of Dole, and allowed for ownability. This contrasted their previous scattered approach to fruit illustration and imagery.