Dole's fruit juices wanted new shelf appeal, enlisting branding agency Voicebox Creative for a packaging redesign to standout in a crowded category.

The remit was twofold: draw a new generation of consumers without alienating existing shoppers.

"No one is more synonymous with fresh fruit than Dole," said Chris Kirby, senior design director at Voicebox. "We wanted to deliver the farmers market right to the grocery store, capturing that feeling of a fresh-cut fruit platter and bringing it to life on the packaging."

The new design, now rolling out on shelves nationwide, features fruit arranged on various back groups, from green-wood reminiscent of a picnic table to a cornucopia of fruit. The colors are chosen to stand out, while water droplets give the feel of just-washed fruit.

A banner calls out "No Sugar Added" and "100% Real Juice." The wrap-around design lays out nutritional infographics.

"The redesign not only positions the brand for continued growth, but offers families a high-quality, nutritious product at an incredible value," adds Kirby.

Voicebox Creative's client roster includes Clover Ice Cream, Izze, Obsidian Wine Co. and Traditional Medicinals.

As of 2022, Dole has a brand licensing deal with Disney for fruits and vegetables aligned with fictional characters from Pixar, Marvel, Disney and "Star Wars" to encourage kids to eat produce.