Bateel

Identity, packaging and interior design for gourmet confectioners Bateel, who reinvented the humble date into a global luxury phenomenon.

We started by evolving the brand language to appeal to the gourmet lovers of the Western world, whilst celebrating Bateel’s Arabic roots.

Bateel is a world-class brand in the premium confectionery market, producing and distributing gourmet dates, chocolates and pastries through their elegant boutiques and cafes, from London to Riyadh and Jakarta. Innovation has always been at the heart of Bateel. The company invented the gourmet date industry by transforming the humble date into a global luxury phenomenon.

Our working relationship dates back to 2005 when we were appointed to create an European flagship store on London’s Bond Street. The essence of Bateel is a rich lifestyle experience, set in a premium ambiance, coupled with an exquisite product range.

We started by evolving the brand language to appeal to the gourmet lovers of the Western world, whilst celebrating Bateel’s Arabic roots. Dates in the Middle East are sacred, culturally rich and a staple in some regions. Our remit included identity design, art directing a photoshoot (on camel back!) in the desert and on Bateel’s date farms in Al Ghat, packaging design and interior architecture.

The unique design concept and brand experience had a significant impact on their business. We took inspiration from the finest European chocolatiers and added an Arabic touch. The contemporary design concept has proved so successful that we were asked to export it back to the Middle East and Asia where stores were redesigned to match the Bond Street blueprint. In addition, we also created the Café Bateel brand and interior and redesigned all their packaging.