2011 Winners & Shortlists

Brief Explanation

The new design needed to introduce the specialness of Emirati dates to the world, establishing them firmly on the global stage. The design needed to show the beauty and richness of Arabic culture whilst rising above the cliches that other parts of the world can have of the Middle East. The design needed to reflect the heritage and culture of the UAE in a modern and contemporary way, introducing the rich and welcoming culture to the rest of the world. The design also needed to help highlight the quality and nutritious value of Zadina dates and allow for the development of new innovative date products launched for the first time worldwide.

The Brief

The agency was tasked with creating the identity and packaging for Zadina - a new and innovative luxury Emirati store concept masterminded by Al Foah the global producer of dates. The opening of the Zadina flagship store in the Khalidiya area of Abu Dhabi reflects the UAE's leadership of the dates sector globally and has been designed to be the cultural ambassador of the Emirati dates culture. The brief was to create a powerful new brand identity and packaging design that establishes Emirati dates on the global stage and highlights their heritage, history and prestige. The packaging needed to reflect the rich heritage of Arabian life whilst doing so in a modern, light and welcoming way.

How the final design was conceived

Zadina's innovative products are packed in luxuriously grand black and gold signature boxes, with a pink coloured lining. As a result, the experience of receiving a Zadina gift will start from the moment of seeing it. The elegant and boldly designed typography uses a rich gold calligraphy with fluid lines. The actual marque, although abstract in appearance, does contain the Arabic word for 'dates'. The design embodies the true essence of dates to celebrate an Arabian lifestyle. Through the use of the marque the design creates an own-able language and iconography for the brand moving into the future, allowing for product development. The calligraphy highlights the authenticity of arabic culture but in a contemporary way and also echoes the provenance of the brand.

Indication of how successful the outcome was in the market

The Zadina flagship store has only just launched and data is still to be collated.