Uncle Ben's is a brand name for parboiled rice and other related food products. It was the top-selling rice in the United States in from 1950 till the 1990s. It is credited for inventing a form of parboiling designed to retain more nutrients in rice and reduce cooking time, now known as the Huzenlaub process.
New Brand Identity
This project focuses on rebranding Uncle Ben's as an aspirational but affordable brand. Both design approaches are centered around the mnemonic of a grain of rice, its core product. Through this, it emphasizes Uncle Ben's as a health conscious, sustainable brand that believes in the ethical sourcing of its products.
The brand changes its target audience to the young, working, health-conscious people who are always on the go. The design encapsulates the same and reflects Uncle Ben's as the perfect combination of instant and healthy food for the busy individual.
A "Window" into the Brand
The first concept focuses on the openness and visibility of Uncle Ben's as a brand. It sheds light onto the process of how it sources its rice by creating these "windows" in its brand elements and packaging. It is in support of the fact that 100% of Uncle Ben's rice is going to come from Sustainable Rice Platform (SRP) farmers by 2020.
Healthy and Instant
The second approach aims to combine the healthy and instant nature of the brand. Since most instant food brands don't necessarily imply health, this direction focuses on giving the brand an organic feel to it. At the same time, it diverts from the original color scheme to give it a more contemporary and sleek look meant for the young, active individual.
This campaign is a combination of the first approach with the original colors of the brand. It uses a single grain of rice to create multiplicity. It depicts not only the variety of the products Uncle Ben's has to offer, but also the process that goes behind making the "perfect grain".