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Dole Fresh Vegetables developed an organic product, which was a build to their base lettuces and blends, for distribution in the U.S. The introduction of this product was a respond to the tremendous growth in the category, as well as customer requests.
Prior to beginning the design exploratory, Interbrand completed a robust category audit of organic products that included national and private label brands, and specialty organic products. Additionally, prior to beginning the design phase, the Dole and Interbrand teams had a healthy discussion around the descriptive words in the design brief to make sure the design team understood the overall look and feel that Dole was looking for.
The Interbrand team knew the design needed to be clearly differentiated from Dole’s lines of lettuce blends, salad kits and veggies and berries. The design needed to reflect simplicity, look natural and fresh, and also be contemporary. The team also considered print finishes and design elements that would have a more natural look and feel.
The new packaging was recently released but has been very well received at shelf!