EVER HEARD OF A MEDJOOL? Neither had we. But research is part of our job, and when we were approached to do a rebrand for a Southern Californian date farm, we said, “You bet your palm frond!”

One of our main concerns with Vista Dunes was to get the identity to look as different as possible from the existing one, which for some reason had a mermaid in it. We also discovered that anything graphically resembling a date looked suspiciously like Mr. Hanky. So we presented the client with several playful concepts, and being retro themselves, they chose our 1980s “Killing an Arab” palm tree concept.

Although perhaps not our favorite (other concepts shown below), we ended up pretty proud to have our artwork gracing tins of the finest dates grown in the States. And we got paid in – well, you know. Can you freeze those things?