Natural Delights
Let’s make dates a whole lot stickier.
Our friends at Halo Lasso asked us to team up on behalf of the leader in the dates category, Natural Delights, to get more people eating more dates. We thought, how could anyone not have dates on hand, all the time? We came up with answers like: “They’re too sweet,” and “I don’t know what to do with them.” But we believe those reasons are secondary to the real thing — they’re visually intimidating. So we decided to let the curious-looking nature of the fruit lead the way.
BRAND POSITIONING & IDENTITY
PACKAGING
WEB
ADVERTISING
PHOTO & VIDEO
COLLATERAL
It’s a curious-looking fruit. And curiosity will be rewarded.
Natural Delights grows its dates in a mysterious place called Bard Valley in the desert southwest. We used that desert heritage as inspiration to establish the look and feel of everything, including all-new packaging across more than 50 SKUs.
Curiosity-rewarding design
Everything about our new packaging is designed to satisfy minds and mouths. Desert cues tell shoppers where we grow our dates, “Of curious note” callouts provide little-known date facts, popular recipes are prominently teased and romance copy adds a spicy personality.
An incredibly sticky site
If you’re going to have a website, you want one that gives people reasons to come back. Natural Delights’ new site does. It features our new Brand Position of course, and right off the bat lets people know, we know what they know — our dates look weird. We get into the history of our groves and growers, take people on a tour detailing what it takes to grow and harvest dates (including the 12 trips up that 60-foot tree), provide recipes for every daypart and skill level, showcase all our products and give lots of date facts, hosted by our mascot Yuma and coyote.
Lifesized curiosity
The tradeshow booth is brand new too. We’ve designed and constructed (thanks Condit Exhibits) our own 20’ x 20’ desert featuring a welcome desk for sampling and swag giveaways, a date shake bar, the relaxing chill room where guests can have a seat, talk distribution and watch our brand new commercials.
Rewarding curiosity on a screen near you.
Shot in our groves (on a very hot July day), these videos, which feature Natural Delights’ own head of Quality as our on-camera talent, bring the surreal mystery of the desert to life, with added appetite appeal and a touch of tongue-in-cheek humor.
Swag that says
“Meet me in the desert.”
Some of it says that, quite literally. We designed these pieces to promote while being wearable.
The design pieces of the puzzle
Simple illustrations of familiar desert icons, a color palette of earth tones and off-the-beaten path typography create eye-pleasing consistency and tell the story of our curious-looking fruit.
Agency
Halo Lasso /
Identity Collective
Strategy / Writing
Eric Kiker
Creative Direction
Amy Hayes
Web Development
White Rabbit
Design & Production
Brittany Free
Maya Norbu
Anat Yaniv
Andy Diaz
Sarah Chesnutt
Peter Heppner
Photography
On Site in Yuma: Andrew Maguire
Tabletop: NWK Creative
Video
Production Co: //AMP
Director and Photographer: Andrew Maguire
DP: George Knowles,
Nick Kalisz
Editor: John Rodosky
Composer: Jeff Cormack
Colorist: Jonnie Sirotek