Selected an existing food brand in the supermarket and redesigned product packaging with line extensions. The purpose is to explore a strong shelf presence and to promote the message of quality. I was tasked with redesigning the American rice brand, Mahatma, which is the first major rice brand in the USA.
The key consideration for rebranding the mass market line is to increase the products’ visibility over other rice brands on the shelf. I explored type hierarchy as well as package format to come up with the best visual and product display solutions. The redesigned box format increases the presence of the brand/product on the shelf.
The redesigned packaging concept keywords are family, homemade and American. I created line extensions for white rice, brown rice, wild rice and red rice mix. The logotype is designed to keep the brand recognizable to American feel. Graphics on the front of the box are inspired by a rice paddy field. The hand-drawn and sketchy vector graphics choices are made to evoke the sense of earthy, terrain and natural.