Responses by Super. Brand Consultants
Background: The project was for Novarroz, a rice miller based in Portugal. Novarroz handles rice in all its stages—from the agricultural farming to the processing and selling of the product. Willing to make the leap into more current branding and packaging choices, they chose us—Super. Brand Consultants—to start its rebranding process and redefine its communication strategy.
Reasoning: We began by taking a look at the bigger picture. As brand consultants, we’ve gathered information on Novarroz in order to develop a crisp and clear identity. At its core, Novarroz is deeply interested and knowledgeable of rice in its many varieties and origins, so our take was to celebrate each variety on its own.
Challenges: In a dynamic market, demand can lead the rice production in unexpected ways, so it was absolutely necessary to create an open and customizable layout for each rice product package.
Favorite details: We’ve managed to design a layout that respects the integrity of each separate product. While all the rice products are part of a collection, each of the packages can stand on its own due to the fact that each of the illustrations gives the package its own story and setting.
Anything new: Through all of our projects, we’ve always said that branding is not just about the aesthetics. We learned that to position a brand at a certain level, it is important to study its market to truly understand the direction the brand should go, in order to keep to its business strategy goals. In regards to design, the packaging itself is based on behavior—or the brand voice if you will—and creating an open layout helps in reinventing the product.
Specific demands: Since this product is a fast moving consumer goods, we had to keep production at a low cost—with no premium materials or printing solutions. With that, our goal was still to focus on the design and illustrations for the rice packaging. Since the large majority of rice companies don’t invest in design, it was highly unusual to use illustrations for our rice products—and that’s why it’s bound to make a difference.