WESTLAKE VILLAGE, CALIF. — After 160 years in business, Dole Food Company, Inc. is launching a refreshed brand identity, including a new logo and tagline. The brand refresh reflects Dole’s commitment to freshness, transparency and responsibility, the company 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,” said Xavier Roussel, vice-president of marketing and sustainability for Dole. “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.”
Dole’s new logo features the brand’s trademark surrounded by a green leaf shape, signifying natural and fresh products, Dole said. Additionally, the company is introducing a new brand tagline: “Powering you.” The tagline references the “natural, wholesome fuel” Dole products provide and is also meant to “empower individuals as they embrace their personal quests to eat healthy and improve their lifestyles,” Dole said.
“Dole strives to more thoughtfully connect and understand consumers and their preferences and desires when it comes to shopping for fresh produce,” Dole said. “Insights gained through this discovery process have helped influence the development decisions of this robust reimaging of the Dole brand.”
The new brand visuals already have begun to roll out, and the process is expected to be complete in 2019.