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
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.
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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