Matan Hadekel is a family-owned business rooted in the southern Israeli desert, specializing in growing premium Medjool dates. The brand needed an identity that would reflect its agricultural heritage, family values, and natural product excellence - while also making a strong impact on supermarket shelves and digital platforms appealing to a range of audiences.
The branding process began with the creation of a logo that centers on the palm tree - a symbol of resilience, nourishment, and rootedness. The visual style combines clean lines with warm, earthy tones to echo the desert landscape and the product's natural origin. The tagline "אנרגיה של בריאות" ("Energy of Health") reinforces the dates' role as both a delicious treat and a wholesome energy source.
I designed three distinct packages to highlight different product lines and usage occasions:
Classic (green palette): Natural and wholesome, designed to emphasize the pure, unprocessed quality of the dates.
Sport (olympic palette): Vibrant and energetic, targeted at active lifestyles with dynamic icons and bold colors.
Gourmet/Deluxe (blue-white palette): Rich and elegant, giving a cool look suggesting the product needs to be frozen
Each box features a custom die-cut window shaped like a date leaf, offering a sneak peek into the product inside and adding a tactile, engaging element to the packaging. The use of illustrated icons, textures, and a clear visual system makes the brand easy to recognize and differentiate.
The final identity balances authenticity and modern appeal, telling the story of a desert-grown superfruit through warm design, clear storytelling, and family pride.
The new logo
Logo in B&W
Logo in outline
Logo inspiration
Brand identity
Box Design
Box Design
