Lead Forensics

Innovative product, insight-driven design.

Riceland: Rice ‘n Easy design system.

Riceland: Rice ‘n Easy design system.

As the largest rice marketer in the world, Riceland needed a strategy to enter the high growth microwaveable rice segment, leverage a sub-brand with a unique positioning, and take share from its top competitors.

Modern Consumer Insight

We conducted research to study the demand landscape around consumer’s wants and needs — and learned that today’s food explorers show a desire to incorporate worldly flavors into their cooking while also describing an increasing need for convenience.

This insight was echoed through consumer feedback of our design concept. Consumers were drawn to the strong visual impact of colorful design, how it generated appetite appeal with products in use, and included a bold visual indicating bold flavors.

Challenge

Riceland needed to transform from a commodity brand into a modern brand with a product line that appealed not only to the modern consumer, but more specifically to its target consumer of Sophisticated Foodies and Culturally Engaged Foodies — through everything from the flavors to the packaging design. 

By performing consumer location testing with target consumers in two different markets, we were able to determine consumers’ opinion on all aspects of the product, specifically the packaging design.

Solution

By performing consumer location testing with target consumers in two different markets, we were able to determine consumers’ opinion on all aspects of the product, specifically the packaging design. 

The result? A microwavable rice product line, brought to life through a cohesive design system including everything from bold imagery to the unique flavor names and flavor vacation descriptions.