This study aims to analyze and understand the structural and visual evolution of Khuzestan date packaging—ranging from traditional palm-leaf wrappings to contemporary designs—while examining the representation of indigenous identity and packaging challenges within a competitive market. To this end, the core research questions are: What visual design transformations has Khuzestan date packaging undergone? To what extent have these transformations succeeded in representing the region's indigenous identity? And which graphic elements can play a more effective role in enhancing the market position of Khuzestan dates? Employing a mixed-methods approach (qualitative-quantitative), this research investigates the visual evolution of the packaging and the representation of indigenous identity therein. The qualitative phase analyzes samples of traditional and contemporary packaging based on graphic elements such as color, illustration, typography, and symbolism, while the quantitative phase assesses audience perceptions regarding the role of these elements in representing cultural identity. The findings indicate that, although traditional date packaging lacked modern graphic structures and a distinct commercial identity, it maintained a direct link to the region's indigenous culture and environment. In contrast, contemporary packaging—utilizing industrial printing and graphic design—has evolved into a medium for marketing and identity building; nevertheless, many examples still suffer from repetitive visual patterns, a lack of design coherence, and inadequate representation of local identity. The quantitative findings also revealed that the image of the palm tree was the most effective identity-defining element from the respondents' perspective, whereas other components—such as color, logo, and overall packaging structure—had a limited impact on conveying local identity. Furthermore, the extensive use of plastic packaging and containers with disproportionate dimensions and forms were identified as factors contributing to the lack of creativity and poor visual quality of these products. Consequently, this study emphasizes the need to rethink the packaging design for Khuzestan dates, focusing on cultural identity, graphic coherence, and contemporary market standards. Additionally, the quantitative analysis showed that approximately 85 percent of respondents considered the palm tree symbol the most significant element of identity, while about 64 percent perceived the overall packaging design as lacking innovation.