Trevor Harkema - Dole Jaya

CLIENT: DOLE
MY ROLE: DESIGNER/ACD
CD: JEN JONES
FIRM: SRG

To stay relevant in the juice aisle, Dole had launched a sub-brand called Dole Jaya—a line of fruity, pineapple-based juices mixed with other tropical fruits and veggies. The problem was the brand and its packaging were completely lost in the juice category. Dole hired SRG to reinvigorate the brand, and I had the opportunity to work on the new positioning, identity, and packaging. My design below was selected for launch in 2018.

I designed the identity to be bold, vibrant, and modern to deliver on the energetic spirit of the brand and to bring more impact to the packaging. The packaging needed more color and contrast to match the punchiness of the product, so I created colorful, textured patterns to pop through the brand name and serve as a backdrop for the fresh white cans.