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News and insight for North America's fresh produce buyers
Camellia Aebischer

BY CAMELLIA AEBISCHER

Dole launches new brand visual

The company says it hopes to connect consumers more thoughtfully with its nature-inspired evolution

Dole launches new brand visual

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Refreshing the 160-year-old produce company’s image, a new nature-based reimaging of the Dole brand has been launched.

The company said that the new visual identity, featuring an added green leaf surround and ‘Powering You!’ tagline, reflects Dole’s values around freshness, transparency, and responsibility.

Roll-out of the new brand has already begun, with completion across all inventories expected during 2019.

Dole said its new tagline is a reference to the fuel its fresh produce provides, and is also designed to encourage consumers to strive for a healthy lifestyle.

“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 vice president of marketing and sustainability at Dole, Xavier Roussel.

“We have refreshed our brand to reflect who we are today and where we see ourselves heading in the future.”

In other recent developments the company has also launched a specific pan-Asia website which details its products in the region and links to their specific China, Korea, Philippines, and Japan sites.

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