Proarroz grows rice in the Ibagué region of Colombia. It asked us to redesign the Proarroz packaging with a focus on the story and tradition behind its rice.
Show the product’s origin and quality on the pack. In addition, connect with the Colombian families who bring it to their table.
One line guided the whole concept: “Family love is honoured at the table.” It sums up the idea that rice is something families share at home. From there, every design decision speaks of family, origin and tradition.
To do this, we used traditional, natural visual elements. They reflect the product’s authenticity and its connection to the land. We also combined warmth and modernity, so the pack feels current without losing its roots.
For an everyday food, telling the story of its origin is a clear way to set the brand apart. As a result, the pack does more than inform: it also shows where the rice comes from and the values behind it.
A packaging family that reinforces the quality and origin of a staple of Colombian cooking. Also, the message is centred on family, the value that guided the concept from the start. In this way, the pack links the rice to its region, Ibagué, and to the table of the people who buy it.
Does your food brand need to tell its origin story on the pack? See our branding and packaging services or take a look at the Super Fry label system.
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