SunRice Global Kitchen

Creative Agency: Boxer & Co.
Client: SunRice
Location: Sydney/Australia
Project Type: Commercial Work

These innovative and incredible tasting gourmet rice mixes needed a fresh approach to packaging design to entice new shoppers into the category and re-invigorate the current supermarket microwave rice offering.

A central circular globe device demonstrates the variety and authenticity of the flavours within the range. This also works as a neat holding device for information and creates a strong pack architecture. Ingredient cameos, mixed with cultural items form a circular montage around the globe to invoke excitement and highlight the real food ingredients within.

The black background is consistent across all packs and gives gourmet cues as well as shelf blocking. Subtle cultural patterns in the black background add further authenticity to the offering.