Aldka
Celebrating Heritage In Organic Agriculture Through Building The Brand Of A Local Date Farm In KSA
Project Type
Branding
Challenge
Aldka is a producer and supplier of premium dates in Saudi Arabia. Their family farm in Al Ghat produces one of the best organic date qualities in the country. The brand owners' connection to growing dates goes back at least 340 years.
Aldka approached Blue Hat in order to create a branding strategy that conveys the brand’s ethos and introduces their organic dates to the market with the proposition of: the best quality for the best prices. One of their business goals also included venturing into new global markets such as the Far East and Europe.
Intervention
We started out with the branding strategy where we defined the target audience, digital channels map, and digital marketing efforts in order to create content that addresses the different needs across the different channels.
We defined Aldka’s brand personality and values that centered around:
Moments of pleasure that celebrate the joy of being with your family and loved ones. These are never complete without the perfect date from Aldka.
Creating relationships, evoking emotions, and achieving long term business relationships to meet needs and express deep appreciation.
Naturally perfect quality that is made possible through Aldka organic farms, state-of-the-art processing plants, and commitment to chemical-free production.
Our team started off with a branding workshop that was aimed at aligning the client’s vision with the sub-brand’s visual character. We included collaborative exercises that defined the brand’s personality, values, and style. We also conducted research on our own end to have a better understanding of the business environment in which this new sub-brand will operate, such as a trends overview, competitor analysis, and more.
Results
For Aldka’s wide range of products, the packaging had to cater for the different needs. We used color coding as a main tool to differentiate between different types of dates (Khidri, Seqee, Kholsa, Medjool etc.) which is one of Aldka’s main unique selling points. Each type of product needed its own unique container, from cardboard boxes, plastic pouches to glass jars depending on the date product at hand.
For the B2B clients and wholesalers, we designed large Chipboard Boxes, allowing to store and ship a larger amount of dates (ie. 5KG to 12KG). The pouches and smaller boxes were created for B2C and supermarket shelves functionality, not to mention the new unique creations from Aldka like Date Pastes and Molasses which had to be stored in glass containers as per health regulations.
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