In 2022, Sophus Bang was invited by the Danish-Greek branding agency Lazy snail to collaborate as Industrial Design Lead on an ambitious project for a Saudi Arabian start-up, NUA by Al Madinah Heritage Company.

The client tasked us with designing ultra-premium packaging to complement their exclusive, second-to-none dates, set to launch under the NUA brand.

THE CONCEPT – INSPIRED BY THE DESERT

Dunes, one of three concepts developed for NUA, draws on the familiarity and tradition of exclusive wooden boxes but with a distinctive regional and narrative twist.

_ The golden curves on the sides subtly reveal the shiny, steel tray inside, symbolizing the rolling desert dunes.

_ The cavities in the tray present each date individually, honoring them as the “fruits of the desert.”

_ Each side of the tray features different cavity sizes to accommodate the natural variation in date sizes.

ENGINEERING EXCELLENCE

The tray is designed to fit seamlessly into the box in any orientation, making production a challenge—and imitation nearly impossible. Achieving perfect symmetry and consistency required meticulous calibration and specialized tooling during the stamping process.

To meet the client's demand for high-end materials and craftsmanship, we collaborated with expert manufacturers across four continents. Managing time zones, shifting targets, and tight deadlines, we ensured every delivery was made on time and to the highest standards.

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