As one of the most ancient cereal grains and one of the highest consumed ingredients around the world, rice has been a staple component in our diets for centuries! We are so used to having it in our daily life that we don’t even think it needs some special branding or packaging.

But the clients of backbonebranding doesn’t agree that. They want to evoke the interesting and inspiring process of rice growing by paying tribute to the anonymous humans in charge of the hard work in the rice fields. Hence, backbonebranding is required to create a brand identity and packaging for two types of rice.

Visually, the design on the container should be uncomplicated and minimal in order to perfectly represent this simple and familiar grain, and at the same time remind us of the human labor in the rice harvesting process. Portraying the diverse emotional states a person goes through, the graphics go from self-confidence and pride, to satisfaction, empathy and tiredness.

To indicate the type of rice, two different sizes of bags are designed: the small bag for short-grain and the tall one for the long-grain. A high density sackcloth fabric is used to contain the rice, and a carton lid in the form of the Asian farmer’s traditional conic hat. To make things easy for the consumer, the inner side of the cone hat is marked so it can be used as the rice cup measurements as well. Continuing with the tribute to the human involvement behind the rice product, the rice package is named as riceman. Quite awesome idea right?

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