Melbourne foodservice company asked Sydney's Percept to redesign the packaging labels for their brand's entire product range.
Riviana approached Sydney's Percept Brand Design to rebrand their packaging and label design. This new design was then rolled out across their entire range of food products used by professional chefs.
It was felt that their old labels were dated and did not do justice to the quality of their food products because they used flat illustrations. As a result, we believed that it was important from a strategic point of view that appealing photography was used to depict the contents of the pack in an appetising way.
Furthermore, a stronger design result was reached by using this photography as a large background image to increase the visual impact of the label, but more importantly, achieving quick product recognition when the packaging is in use in a busy foodservice kitchen environment so that chefs could find exactly what they wanted, quickly. This ease of identification is also enhanced by the clear communication of the product name in a clear and easy to read colour coded panel.
The Riviana branding was also addressed with the use of a consistent dark blue panel at the top of each label which contains the refreshed logo, enabling strong brand recognition. This area is also used to define the product category the produce belongs to whilst informing the user of the other categories that Riviana also offer.
Since the relaunch, Riviana informs us that the redesign has been very well received indeed!