Rehla Design


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(Re)Designing the box

As channels of distribution evolve both online and offline, the philosophy behind packaging design has evolved to being more than simply providing information.


Carton Palette concepts

Developed to help products stand out on-shelf and be easy to access by customers, at retail stores

There lies an underlying opportunity for packaging design to connect with customers as a first touch-point and convey a bigger visual story. In essence, the product packaging helps end-customers navigate choices on the shelf and beyond.

Wholesalers and private-label brands are starting to consider how their products are displayed, whether the items are on-shelf or being shipped. While customers are being introduced to brands online through captivating photography of products, the first physical touch-point — be it at a doorstep, mailbox or at a grocery store — still needs to offer the customer an experience in-sync with the online representation. Despite the changing nature of commerce, connecting with the end-customer remains key. 

Bulk cartons used for wholesale purposes have until recently been left untouched, arriving at their final destination often as monotone prints, with information stickers glued on. As customers become increasingly more design-savvy, businesses are realising these are opportunities to better brand their offerings. Product packaging must be creative right up to the Point-of-Sale; they not only have to compete with other brands, but also need to capture interest despite shorter attention spans.

We've worked closely with our longstanding client, Al Barakah Dates Factory LLC, to develop and update their entire range of product cartons. As the U.A.E.'s largest privately owned dates company, they export date products to over 53 countries, with each print run averaging minimum of 100,000 cartons per line. Operating at such a mass scale, each carton has substantial advertising potential and reach. At every stage of the process, the cartons serve as marketing collateral that can catch the eye of onlookers, retailers and customers.

One of our carton design concepts served as a suitable corporate gift for Ramadan, as dates are most consumed worldwide during this important Islamic month. Our approach was to use the carton as a canvas to feature a cultural greeting with bold Arabic calligraphy, paired with the brand's colour palette. The cartons are delivered to clients as a complimentary gesture; sharing delectable dates coupled with warm colours cements Al Barakah Dates as a brand rooted upon principles of generosity and hospitality.

Al Barakah Dates has varied product lines that have given us the opportunity to experiment design concepts true to the company’s brand. This, in turn, has enabled Al Barakah Dates as a key Business-to-Business (B2B) operator, to offer well-designed packaging, on par with their quality offerings.