Seed to Shelf

Mehadrin is Israel's largest grower of citrus, fruits and vegetables. They are dedicated to environmentally friendly practices, stringent quality assurance, social awareness and continuous improvement via research and innovation. Mehedrin takes pride in the strict oversight of its product from seed to shelf, insuring the freshest produce possible.

Challenge: Going Stale

Mehadrin wanted to ignite interest in stale markets across Europe and Israel. Sales were flat on various size packages of dates, a potential market leader. The client understood that current packaging, which was quite basic and did not exalt the fruit's benefits, was not an effective sales tool.

Solution: Dates in a Lunch Box

WeDoDesign and the client analyzed the size, volume, window size, materials, graphics and so on of the date packaging in relation to sales figures. Then they set about creating a visual language to satisfy today's inquisitive and informed consumer. An innovative "lunch box" size was launched targeting families and individuals interested in healthy living. The new lunch box and other box sizes now featured a large window showcasing the fresh produce found inside, novel graphics that clearly express the benefits of fresh fruit, specifically dates. Spikes in sales quickly followed the product's re-launch in its new branding.The successful, new graphic language was implanted in other product lines, marketing materials and sales tools.