2022 - 11 - 29
The rebrand gives Dole a refreshing and modern new look. The redesigned logo keeps the recognizability of the old logo by using interesting elements such as bright colours, letters on top of each other, and the imagery of a pineapple. The rounded typeface allows the brand to feel more approachable and welcoming which reflects Dole's message of being accessible to everyone. Additionally, the illustrative elements for the package design add to Dole's message of being accessible for everyone by being easy to read and scan without overcomplicating what people see.