Fresh Dates is a brand that imports dates from Iran. The previous packaging was visually cluttered with a lot of information, different use of fonts and images. So the main goal of the redesign was to be simple and recognizable.

The main motive in the packaging is the custom logotype that is inspired by the cutouts of the Date Palm's stem. The minimalistic illustrations of the dates with the usage of negative space are inspired by the Swiss Graphic Designer "Armin Hofmann" and his idea to use simple forms and compact them in one place, in this case, the holе folding of the packaging. Preserving the nationality of the product was important so the second logotype is inspired from the Persian calligraphy.