NUA – DUNES, Premium packaging design

It was our assignment from Al Madinah Heritage Company, a PIF company, to create an ultra-premium packaging that reflects the significance of dates, this iconic staple which is being offered through NUA, one of MHC’s brands specializing in cultivating the finest dates in the world.

A visit to the dunes can take your breath away. This ever-changing yet evocative landscape was the starting point for our concept. The soft ripples of the sand in Saudi Arabia were translated into a continuous curvaceous form of mirrored polished stainless steel, able to embrace each date individually, thus preserving their freshness.

DUNES is conceptualised to serve both as a storage item and a presentation object. Bringing together walnut wood and a lustrous tray, it symbolizes the Saudi bond with heritage and their constant strive for innovation.

Technically intricate, the packaging pushed the creative boundaries of specialists on three continents. Both advanced stamping and CNC milling techniques were employed to deliver a seamless result in the interlocking of the curvatures. Utterly modular, DUNES is ever-changing. The tray can be placed on both the bottom and the top wooden parts, and it can be flipped 180 degrees to alter the cavity size. Both ways fit in both wooden parts, while a perfectly molded shape-negative insert prevents the dates from shifting during transport. Naturally, the tray works well as a stand-alone element directly on the table.