AUSTRALIA – To set its premium products apart from its other everyday rices, Australian rice company SunRice introduced new packaging that emphasises the unique origin of its premium products while maintaining a consistent brand image.
SunRice’s Gourmet Range is a suite of exotic, premium, gourmet rice varieties including Forbidden Black Rice, Red Rice, Koshihikari Sushi Rice and Sticky Rice, which is suited to desserts.
Australian design agency Boxer & Co was tasked to develop a packaging design concept that would set the Gourmet Range products apart from the rest of SunRice’s more everyday rices, whilst also leveraging the trust and brand loyalty that the SunRice brand has gained during its 63 years.
Boxer & Co.’s design solution for this range allowed each variant to demonstrate its unique origin and usage through typography, imagery and graphics. Boutique and premium design techniques were used to underlay the quality of the offering while at the same time, the packaging form, window shape and logo execution were kept the same for all varieties to unify the product range.
In addition, the Specialty variation of the core SunRice logo was developed to communicate the gourmet, premium and high end values of the range. The logo colours take on a more metallic hue to compliment the rich, deep tones used on the packs. The logo uses shadows and highlights to mimic an emboss and reinforce the premium cues.