Nice Rice
Brand creation
Brand guidelines
Brand identity
Brand world
Packaging
*It’s rice, done better.
Rice produces the highest global greenhouse gas emissions of any food after beef, and uses 40% of the world’s freshwater resources. These mind-blowing facts come as a shock to most consumers who are blissfully unaware of the impact of the beautiful paddy-field scenes, so often depicted.
The team behind Nice Rice discovered a new sustainable farming method that cuts emissions by 49%, saves over 3,000 litres of water per kilo of rice grown and helps farming communities out of poverty. No other UK brands are grown this way.
The momentous task was to shake-up the category and educate consumers in an industry dominated by the big players for decades.
Creating the brand from scratch, we used a stripped-back colour palette to cut through and signal a clear alternative. The rice asterisk identity becomes the integral tool for inviting people to find out more, supported by clear messaging and illustrations on pack and the wider brand world.
From launch in 2023 Nice Rice is now in 250 Waitrose stores, more than 100 independent UK retailers and listed on ocado.com, and winner of inaugural FUTURE OF FOOD competition 2024.
