Global fruit and vegetable producer Dole, was looking to launch a range of fruit-based powdered supplements, under their new brand ‘The Secret Nature of Fruit’. Dole set us the challenge of identifying the functional and emotional claims territories that the new brand could own, in addition to developing its tone and personality.


Through a series of online workshops, we worked collaboratively with members of the global Dole team to map out a range of potential ownable claims territories, and their intended effects on consumers. We explored a wide range of bold territories, personalities and tones in order to stretch and challenge the thinking.


Aided by the thinking from the workshops, we presented Dole with recommendations outlining the most compelling and ownable claims for the launch stage, in addition to how these claims could be developed over time as the brand establishes itself.

The Secret Nature of Fruit has now launched and is available for purchase via Amazon. Elephants has continued to support Dole on two other large projects.