Brand Identity & Packaging Design

WADAA is a premium Saudi dates brand from AL Madinah AL Munawwarah, offering plain dates, dates with nuts and chocolate-coated dates.

The creative challenge was to make its provenance visible before the first taste. Inspired by the name’s associations with radiance and beauty, the identity translates the light of Al Madinah into a contemporary expression of Saudi hospitality. A bespoke bilingual word mark brings Arabic and Latin letterforms together, drawing on Islamic arches and the architectural detailing of Al-Masjid Al-Nabawi.

Deep green, warm gold and rhythmic patterns establish a distinctive visual language, while the Arabic slogan '' a taste that carries its light'' expresses the central idea. This language extends across stationery, signage and a wide range of packaging systems, connecting the brand’s cultural story with the occasions in which its products are enjoyed.

The packaging range moves from generous 1/2kg gift presentations to premium seven date packs, flexible seven date packs and individual portions, carrying the same identity into gifting, sharing and every day snacking. Through this continuity, WADAA presents premium dates as a gesture of care and a tangible connection to their place of origin.