Jomara by Bateel

Transforming Jomara to Stand Out and Scale Globally

Jomara, a premium date brand under Bateel, operates across local and international markets through grocery and (duty-free) retail channels. With the goal of increasing market share and strengthening global positioning, Jomara sought to elevate its brand presence and product appeal to new heights.

Jomara Date Dhibs jar, highlighting sophisticated packaging design by Skyne, a branding agency specializing in FMCG branding in Dubai, Riyadh, and Jeddah.

The Shift

Jomara needed a rebrand to stand out in a highly competitive category. Its previous packaging lacked distinctiveness and shelf impact, limiting growth in both local and global markets. The brand required a clear strategy and visual identity to communicate its premium, organic, and healthy offering, while resonating with a broader audience.

Collection of Jomara Premium Date Syrup bottles, showcasing diverse product packaging design by Skyne, a creative agency known for effective branding solutions.

The Breakthrough

Skyne repositioned Jomara to compete more effectively in local and global markets, raising awareness of its quality products and super food status. The brand’s new positioning and packaging led to significant shelf impact, stronger market share, and international recognition. Jomara not only increased customer engagement but also earned prestigious industry awards, affirming its leadership in the dates category.

Assortment of Jomara date products, demonstrating comprehensive packaging design and branding strategy by Skyne, a top branding agency in Dubai.
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Strengthening Brand Positioning Through Research and Strategy

We conducted extensive market research including retail safaris, target audience insights, competitor analysis, and a full brand review. Together with Jomara, we developed a focused brand positioning and brand story that elevated the perception of dates as a premium, healthy, organic superfood.

Jomara Organic Date Bar (Citrus & Almond), illustrating healthy snack packaging design and branding by Skyne, a creative agency focused on natural product branding.
Seamless pattern of stylized date palm fronds, a key visual element in Jomara's branding and packaging design by Skyne, a creative agency and branding agency.

In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.

Designing for Shelf Impact and Global Appeal

We refreshed the packaging design by moving away from conventional visual elements and introducing a vibrant orange colour and sustainable materials. The new design system ensured all product lines felt unified under one strong Jomara family, supporting brand recognition and shelf impact across local and international markets.

Jomara organic date bar with dates and coconut on desert sand background
Jomara Premium Organic Dates boxes, showcasing sustainable packaging design and premium branding by Skyne, a branding agency with expertise in FMCG.
Assorted Jomara date bars with natural ingredients, designed by Skyne, a UAE-based branding agency
Organic date bars with nuts and fruits on wooden board

We refreshed the packaging design by moving away from conventional visual elements and introducing a vibrant orange colour and sustainable materials. The new design system ensured all product lines felt unified under one strong Jomara family, supporting brand recognition and shelf impact across local and international markets.

Jomara date products in resealable pouches, packaging and branding designed by Skyne branding agency

Extending the Product Range for Broader Reach

Following the successful launch of the new date pouch, we designed packaging for Jomara’s Date Syrup (Dhibs), introducing three new flavours: Vanilla, Passion Fruit, and Cardamom. The range was extended further with packaging for individual chocolate-covered dates and other date varieties, enhancing consumer choice and brand presence.

Innovating Seasonal Packaging Design with Purpose

Our partnership continued with the creation of Jomara’s Halloween limited edition. By merging regional traditions with seasonal gifting, we introduced a fresh category innovation, earning a Packaging Design & Innovation award at the Prime Summit 2023. The limited editions were successfully launched in Carrefour and Spinneys stores across the UAE.

Premium stuffed dates with nuts and fruit on stone surface, product styling by Skyne branding agency
Jomara organic date bar with raspberry and cashew, tropical brand visual by Skyne branding agency
testimonials
Smiling woman with long wavy blonde hair in blue blazer, photographed in modern office setting

Natalie Ann Ridgway

Director of Marketing Bateel

Your integrity and experience in packaging, marketing and research, impressed the whole team

Professional woman in pink suit seated at modern office table, holding a glass of water

Siegrid Althuizen

CEO Skyne

For Bateel we were on the ground. We truly wanted to understand what went on in different shelf situations around the GCC. We looked at groceries, high-end markets, airports you name it, to really grasp the target audience’s perspective when choosing their dates.

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