The Importance of Brand Guidelines

Simply Dates is a natural dates bar brand by The Dates Bar Company LLC that packs goodness in every bite. We’ve enjoyed working with the brand since it began in 2017, developing new marketing materials, packaging updates and brand adaption guidelines.

The brand has grown significantly, and now retails across UAE and numerous countries including India, Japan, Malaysia and Morocco. The team contracted us to develop Brand and Point-of-Sales (POS) Guidelines in order to ensure all distributors had access to the latest, up-to-date assets and guidance. Maintaining consistency and a fun-filled brand outlook was of paramount importance, so we made sure to cover topics including graphic elements, packaging assets, POS materials and merchandising.

We also developed packaging assets for Simply Dates, an official Dubai Expo 2020 licensee. We adapted the Cultural theme in their brand guidelines, to give the products a strong souvenir appeal.

We carefully followed their brand guidelines to develop a range of packaging featuring Sadu patterns (a traditional form of weaving practiced in the UAE by Bedouin women). As the focal element of the packaging, it represents the link between Expo 2020 and UAE culture and heritage.

As brands grow, it is important that brand guidelines are detailed yet flexible. By outlining parameters for them to evolve, it proves essential as a roadmap for growth. Such brands may otherwise face inconsistencies and become diluted, especially as they are implemented by external parties.

branding, communication design, packaging designRehla Design29 December 2019brand strategy, brand guidelines, consistency, implementation, merchandising, POS materials, advertising, packaging, Expo 2020, licensee

Insights

The Importance of Brand Guidelines

Simply Dates is a natural dates bar brand by The Dates Bar Company LLC that packs goodness in every bite. We’ve enjoyed working with the brand since it began in 2017, developing new marketing materials, packaging updates and brand adaption guidelines.

We also developed packaging assets for Simply Dates, an official Dubai Expo 2020 licensee. We adapted the Cultural theme in their brand guidelines, to give the products a strong souvenir appeal.

As brands grow, it is important that brand guidelines are detailed yet flexible. By outlining parameters for them to evolve, it proves essential as a roadmap for growth. Such brands may otherwise face inconsistencies and become diluted, especially as they are implemented by external parties.