Celebrating the iconic company’s 160-year old produce business, Dole Food Company has launched a refreshed logo and brand identity. The company strives to understand and connect with consumers more thoughtfully and listen to their preferences and demands when shopping for fresh produce. Through its discovery process, Dole gained valuable insights that influenced the development of the company’s exciting reimaging of its brand.
Dole’s new visual identity reflects the company’s values surrounding freshness, transparency and responsibility and a new visual representation of the various vibrant character attributes surrounding the brand. The new logo utilises a true nature-based colour and texture pallet and font to reflect inspiration from nature, and the produces’ earth-given benefits. While remaining consistent to its heritage, the refreshed DOLE Trademark holds a new shape and takes inspiration for its form from a simple leaf – representing nature’s unique creations.
Alongside the new visual design, Dole has introduced a new tagline for the brand – ‘Powering You’. The tagline serves as a simple definition of Dole’s inspirational mission and not only references the natural, wholesome fuel the brand’s products provide but also works to empower individuals as they dedicate themselves to personal quests to eat healthily and live improved lifestyles.
“We have grown and evolved over the years, and we have refreshed our brand to reflect who we are today and where we see ourselves heading in the future. This new look for us reinforces Dole’s brand position as the premium supplier of farm-fresh fruits and vegetables grown and delivered from around the world to your table at the peak of quality, freshness and taste,” said Xavier Roussel, vice president of marketing and sustainability.
Dole’s new brand visuals have started to enter the marketplace on fresh fruit and vegetable packaging and will continue to release the updates on a rolling basis as existing stock expires. The full rebrand will be completed in 2019.