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 80 years in the market, Lundberg Family Farms looked to create a new, modern and fresh architecture that resonated with their existing base as well as appealed to a new, health-conscious generation of consumers.
To reflect the brand's distinct personality and its core attributes of healthy, sustainable, premium foods, we revived the Lundberg logo with a clear and contemporary design using its Heritage Blue badge and rice panicle to bring to life a farm-to-table experience that resonated with today's grocery shoppers.
Photography & Illustrations
Point of Sale
Matching the contemporary look and feel of the new logo, we then went on to update the brand across key products, while also helping launch new ones into their growing portfolio. The first item addressed was Lundberg's cornerstone bulk rice line (as seen above.) The main goals here were to modernize the line, increase legibility and streamline communication.
Next item on the list was the rice sides, which made up a sizable chunk of the brands profit share. Building off of what was already established, we set out to streamline communication of form and flavor while implementing a simplified architecture to showcase the product using custom hero bowl photography.
As part of the brand activation, we worked with the team at Lundberg to wrap mobile touch points such as the truck seen above, for cohesive brand messaging on all things Lundberg Family Farms.
A redesign of the brands' rice cake portfolio, was shortly followed by an innovation into mini rice cakes. These new hexagon-shaped on-the-go, better-for-you snacks were a new branch of the Lundberg offering. We designed them to closely tie back to the base rice cake portfolio while communicating fun and flavor for those who like some guilt-free indulgence.