Modernizing a Sustainable Staple

Lundberg has been growing healthy, great tasting rice for 80+ years while respecting and sustaining the earth. However, they needed to re-energize their brand by increasing consumer relevance and providing a foundational platform for growth. With the positioning of "Generations of Change" we aimed to bring in discerning food lovers and younger consumers without losing current consumers.

To reflect the brand's distinct personality and its core attributes of healthy, premium foods, Hughes modernized the brand identity and packaging with a fresher, cleaner logo referencing Lundberg's origins while allowing for a broader application. We then pivoted the packaging towards a similar, brighter aesthetic.

The architecture has now been applied to their bulk rice, sides and innovations like Mini Rice Cakes and more.

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