Strategy / Naming / Packaging

Rice branding trends have been evolving in recent years, with many companies focusing on creating unique and appealing brands to stand out in a competitive market.

Ethnic and cultural authenticity: Many rice brands are highlighting the cultural and ethnic origins of their products to appeal to consumers looking for authentic and traditional food experiences. For example, some brands are emphasizing the heritage of their rice varieties, such as basmati rice from India or Jasmine rice from Vietnam.

Thai food company headquartered in Dubai came to I Mean It Creative / Los Angeles for their branding needs. The main target audience here was the other large audience seeking ethnic and authentic tastes, apart from Asians living outside their countries.

At I Mean It Creative, the first stage of this project was to work on names for five different types of rice. It was not easy for our customer to decide on one of the dozens of alternative names we created for each brand.

Right after the naming phase, the process of working on the basic visual icon to be used by the brand began. Typography that will support this icon and supporting information about the product have been arranged on the layout. The research that our strategy department has done on competing products has helped us decide in what hierarchy the information that needs attention should be used.

Different illustration studies were produced for each package. In a short time like two months, printing proofs for the packages appeared.

These new rice brands, which started to be consumed mainly in the MENA region, are planning to enter the American market in the coming years.

Haniya Pakistani Basmati Rice

Haniya: This name, which is used in the Urdu language to mean a person who brings happiness, immediately creates a smile on people’s faces with its positive approach. Hania is a Muslim Girl name and has Hebrew origin. This name, which is easy to say in an audiophonic sense, has the same advantage of being pronounced in different languages. Our decision to use the peacock for the brand’s icon was the special positioning of this bird in Pakistani and Indian culture. This national bird represents strength and power and its feathers symbolize immortality and immunity to evil. Peacock motifs in Indian art portray wealth and luxury items, similar to, clothing or jewelery. One can find this motif in religious art, such as Hinduism, which represents immortality and resurrection.