STEAMED
WITH STORY,
SERVED
WITH SOUL.
STEAMED
WITH STORY,
SERVED
WITH SOUL.
The brief came in cold - we stirred it within sight and served it with soul.
The brief came in cold - we stirred it within sight and served it with soul.
The
The
The
The
BRIEF
BRIEF
BRIEF
BRIEF
The client came with the usual rice brief. Functional. Safe. Predictable. A pack that says “premium” but still fights for shelf space with fifty other sacks screaming basmati, low-GI, or polished grain purity. They wanted premium cues but didn’t want to sound like another export catalogue. The problem? Rice isn’t a product by itself anymore. It's like a commodity. Our job? Make people feel something about rice again.
The client came with the usual rice brief. Functional. Safe. Predictable. A pack that says “premium” but still fights for shelf space with fifty other sacks screaming basmati, low-GI, or polished grain purity. They wanted premium cues but didn’t want to sound like another export catalogue. The problem? Rice isn’t a product by itself anymore. It's like a commodity. Our job? Make people feel something about rice again.
The client came with the usual rice brief. Functional. Safe. Predictable. A pack that says “premium” but still fights for shelf space with fifty other sacks screaming basmati, low-GI, or polished grain purity. They wanted premium cues but didn’t want to sound like another export catalogue. The problem? Rice isn’t a product by itself anymore. It's like a commodity. Our job? Make people feel something about rice again.
The client came with the usual rice brief. Functional. Safe. Predictable. A pack that says “premium” but still fights for shelf space with fifty other sacks screaming basmati, low-GI, or polished grain purity. They wanted premium cues but didn’t want to sound like another export catalogue. The problem? Rice isn’t a product by itself anymore. It's like a commodity. Our job? Make people feel something about rice again.
Brief
Brief
Brief
Brief
Brief
Brief
Why Rice
Why Rice
Why Rice
Why Rice
DESERVED
SPICE?
DESERVED
SPICE?
DESERVED
SPICE?
Rice isn't just food. In India, it's currency. It feeds households, builds rituals, and fills every festival plate. But no one says that on a pack. Brands scream protein, carbs, polished quality, regions but nobody connects the international buyer to this main emotion of buying rice. We didn't want to sell basmati or sona masoori. We wanted to sell what rice feels like at home: comfort. Familiarity. The default grain that carries families, not just meals.
Rice isn't just food. In India, it's currency. It feeds households, builds rituals, and fills every festival plate. But no one says that on a pack. Brands scream protein, carbs, polished quality, regions but nobody connects the international buyer to this main emotion of buying rice. We didn't want to sell basmati or sona masoori. We wanted to sell what rice feels like at home: comfort. Familiarity. The default grain that carries families, not just meals.
Rice isn't just food. In India, it's currency. It feeds households, builds rituals, and fills every festival plate. But no one says that on a pack. Brands scream protein, carbs, polished quality, regions but nobody connects the international buyer to this main emotion of buying rice. We didn't want to sell basmati or sona masoori. We wanted to sell what rice feels like at home: comfort. Familiarity. The default grain that carries families, not just meals.
Brief
Spices
Spice?
Spice?
Spice?
Brief
How Whyder
How Whyder
How Whyder
STIRRED THE POT?
STIRRED THE POT?
STIRRED THE POT?
We flipped category thinking. Dropped the usual “commodity specs” approach. We went straight to emotional valuation. Instead of price per kg, we sold the weight the culture holds with a tagline that causes a sense of heartwarming emotion .
We flipped category thinking. Dropped the usual “commodity specs” approach. We went straight to emotional valuation. Instead of price per kg, we sold the weight the culture holds with a tagline that causes a sense of heartwarming emotion .
We flipped category thinking. Dropped the usual “commodity specs” approach. We went straight to emotional valuation. Instead of price per kg, we sold the weight the culture holds with a tagline that causes a sense of heartwarming emotion .
We sold comfort in packaging. Stability on shelves.
Assurance inside shopping baskets.
We sold comfort in packaging. Stability on shelves.
Assurance inside shopping baskets.
We sold comfort in packaging. Stability on shelves. Assurance inside shopping baskets.
Brief
Minimal visual system with deep cultural colours, muted backgrounds, zero hard sells. Serif type with deliberate weight. The kind of font that looks like it can hold your family’s monthly groceries without breaking. Subtle emotional cues in the tagline to signal value, not luxury. Transparent windows to let the grain show, because rice doesn't lie. Category codes reinterpreted to look simple, stand tall, and stack easy.
Minimal visual system with deep cultural colours, muted backgrounds, zero hard sells. Serif type with deliberate weight. The kind of font that looks like it can hold your family’s monthly groceries without breaking. Subtle emotional cues in the tagline to signal value, not luxury. Transparent windows to let the grain show, because rice doesn't lie. Category codes reinterpreted to look simple, stand tall, and stack easy.
Minimal visual system with deep cultural colours, muted backgrounds, zero hard sells. Serif type with deliberate weight. The kind of font that looks like it can hold your family’s monthly groceries without breaking. Subtle emotional cues in the tagline to signal value, not luxury. Transparent windows to let the grain show, because rice doesn't lie. Category codes reinterpreted to look simple, stand tall, and stack easy.
The
The
The
PACKING PLOT
PACKING PLOT
PACKING PLOT
(how we cooked up the packaging design.)
(how we cooked up the packaging design.)
Brief
MoodBoard?
MoodBoard?
MoodBoard?
Brief
Visual Hierarchy
Visual Hierarchy
Visual Hierarchy
Design Language
Design Language
Design Language
Color Palette
Color Palette
Typeface
Typeface
Silk Serif
Silk Serif
Aa
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Cormorant Garamond
Cormorant Garamond
Aa
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Brief
Rilik Premium Rice
Rilik Premium Rice
Soil to Soul
Soil to Soul
Crafting a new standard in premium rice packaging for where every grain speaks of authenticity, heritage, and refined taste.
Crafting a new standard in premium rice packaging for where every grain speaks of authenticity, heritage, and refined taste.
This is the story of how five rice variants came to life through design that journeys from the soil to the soul.
This is the story of how five rice variants came to life through design that journeys from the soil to the soul.
Mockups
Mockups
Mockups
STACKED TO
STAND OUT
STACKED TO
STAND OUT
STACKED TO
STAND OUT
The client came with the usual rice brief. Functional. Safe. Predictable. A pack that says “premium” but still fights for shelf space with fifty other sacks screaming basmati, low-GI, or polished grain purity. They wanted premium cues but didn’t want to sound like another export catalogue. The problem? Rice isn’t a product by itself anymore. It's like a commodity. Our job? Make people feel something about rice again.
The client came with the usual rice brief. Functional. Safe. Predictable. A pack that says “premium” but still fights for shelf space with fifty other sacks screaming basmati, low-GI, or polished grain purity. They wanted premium cues but didn’t want to sound like another export catalogue. The problem? Rice isn’t a product by itself anymore. It's like a commodity. Our job? Make people feel something about rice again.
The client came with the usual rice brief. Functional. Safe. Predictable. A pack that says “premium” but still fights for shelf space with fifty other sacks screaming basmati, low-GI, or polished grain purity. They wanted premium cues but didn’t want to sound like another export catalogue. The problem? Rice isn’t a product by itself anymore. It's like a commodity. Our job? Make people feel something about rice again.
The client came with the usual rice brief. Functional. Safe. Predictable. A pack that says “premium” but still fights for shelf space with fifty other sacks screaming basmati, low-GI, or polished grain purity. They wanted premium cues but didn’t want to sound like another export catalogue. The problem? Rice isn’t a product by itself anymore. It's like a commodity. Our job? Make people feel something about rice again.
Brief
Brief
Brief
Conclusion
Conclusion
Phase
Phase
01
01
Nobody expected
rice packaging to create a sense of
emotion.
Nobody expected
rice packaging to create a sense of emotion.
Phase
Phase
02
02
Client saw the pack and quietly went "Ok. This is not what we thought we were getting. It’s better."
Client saw the pack and quietly went "Ok. This is not what we thought we were getting. It’s better."
Phase
Phase
03
03
Retailers didn’t even need product training, they just cleared space because the pack looked like it belonged there.
Retailers didn’t even need product training, they just cleared space because the pack looked like it belonged there.
Brief
just a quick chat to help us understand better?
just a quick chat to help us understand better?
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Get in touch
Get in touch
Main links
Get in touch
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Offline
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