In recent years, the Italian rice market has registered a rise in the number of competitors and their offering, making for increasingly crowded shelves. Riso Gallo, a historic brand and market leader, needs to deal with the inconsistencies between some of its packaging in order to make them stand out in the new competitive context.
The agency was required to create a packaging system for two product lines. The new system had to give a fresh, modern touch while respecting the traditional brand codes. It also had to improve the overall consistency on the shelves while being able to introduce the different features of each product.
The first line was named Chicchi di Natura (Grains of Nature) as it focuses on well-being, naturality and the low processing of the grains. The main visual shows the cereals cooked according to the recipe to be found on the rear of the pack. Here, also the origins and nutritional properties of each cereal are described. The system on the front is placed on the top and includes the Gallo logo, the picture of a rice field (to convey naturality) and a stamp containing the name of the line in the shape of a rice grain. The same system is consistently used for the second line, Profumi di Riso (scents of rice), focusing on taste. The line has been named after the perfumes these grains release while cooking. The photo in the system shows rice fields form the areas of the world where the rice comes from. As before, the main visual pictures the rice prepared according to the recipe to be found on the rear of the pack. Here, in place of the nutritional values, the aromatic notes and the origins of the rice are described.