Dole Food Company introduces refreshed logo and brand identity

Dole Food Company has launched an updated brand identity and logo as it looks to reinforce its position as a premium fruit and vegetable supplier.

The US firm said it strives to more thoughtfully connect and understand consumers, and their preferences and desires when it comes to shopping for fresh produce.



While the Dole logo remains the same, it is now surrounded by the outline of a green leaf. Dole said the new visual identity reflects its values “as an organisation around freshness, transparency and responsibility”.

In addition to the new visual treatment, Dole is also introducing new brand tagline ‘Powering You’. The company said the line is meant to empower individuals as they embrace their personal quests to eat healthily and improve their lifestyles.

Xavier Roussel, Dole Food Company vice president of marketing and sustainability, said: “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.”

The new brand visuals have begun to enter the marketplace for Dole’s fresh fruit and vegetable packaging and collateral materials. The brand update process will continue on a rolling basis as existing inventories expire and will complete in 2019.

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