Case Study
Bateel Date Confectionery & Café
AgencyLloyd Northover Citigate
DesignationAssociate Creative Director
RoleBrand Strategist & Creative Conceptualiser
Year1994–95
SituationAn affluent Riyadh family wanted to sell dates from its own large farm.
ChallengeStanding out in a date market already saturated with competing products.
BriefA comprehensive corporate identity programme.
StrategyReposition dates entirely as a premium confectionery category, priced and presented to match, with the identity carried through product, packaging, stores and cafés alike.
Scope of WorkCorporate identity and 360° advertising campaigns.
ResultThe world’s first premium date confectionery brand, and a category it effectively created.
NoteOne of the most enjoyable brands to build, from concept through to a genuine symbol of luxury.
Bateel started as a simple proposition, an affluent Riyadh family wanting to sell dates from their own farm, in a market already crowded with date products of every kind. Repositioning dates as a premium confectionery category, rather than a commodity, meant the identity had to work as hard in a café or a gift box as it did on a shelf. What resulted was the world’s first true premium date confectionery brand, a category that essentially didn’t exist before this.