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Modernizing an Iconic Family Brand

Since 1937, Lundberg Family Farms has been growing healthy, great tasting rice while respecting and sustaining the earth. With over a decade on the market with its current rice cake packaging, Lundberg Family Farms looked to create a new, modern and fresh architecture that appealed to younger, health conscious millennial consumers without losing the current consumer base. 

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To reflect the brand’s distinct personality and its core attributes of healthy, sustainable, premium foods, we simplified the iconic farm scene and leveraged a vibrant color palette that would better pop at shelf. Product and ingredient photography were incorporated to drive taste appeal. Aligning with the consumer decision tree, we developed a new communication hierarchy and organized the product benefits features across the bottom of each package. 

PROJECT SCOPE

Packaging Design

Photography & Illustrations

Point of Sale

Brand Language

BEFORE
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Beyond the refresh of Lundberg's classic rice cakes,

we were also asked to design a new product in the

Lundberg portfolio. Mini Rice Cakes are a spin on the classic

rice cakes, but positioned to a snacking crowd with

interests in more powerful snacking flavors.

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To clearly communicate the snackability of the crispy chickpeas, we developed a catchy new moniker, Chickpeatos. The sprightly typeface with special emphasis on the “pea” circles back to the wholesome, organic chickpea as the main ingredient. 

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