Arare Rice Crackers



Creative Agency: Bulldog Drummond
Project Type: Produced, Commercial Work
Client: Lotus Foods
Location: San Diego, USA

Extending An Already Successful Brand Packaging System Into A New Category—from Heirloom Rice To Healthy Snacking

Lotus Foods, producer of the world’s most unique heirloom and organic rice varietals, came back to Bulldog Drummond with the goal of extending their brand into another new category—Arare Rice Crackers. Their challenge was two-fold; first, develop a design platform that extends an already successful packaging system with new verve and new life; and second, communicate the benefits of a new snack format unknown to most shoppers in the U.S. while developing a compelling narrative and cohesive product story.

We began the project by building a clear strategy for the new crackers and a narrative people can understand and want to be a part of. We then developed a packaging system that focused on visually showcasing the crackers with a window that allows their beauty to show through. We applied a custom water color around the packaging window to connect back to the master brand’s packaging. The product was taken into Whole Foods as an exclusive launch and received strong feedback from buyers. The line has been given prime positioning in each store and sales have exceeded initial expectations. We are ready to help Lotus extend their brand further as they continue to add to their successful and diverse portfolio.