rice packaging honors farmers with conical hat that doubles as a measure
 

rice packaging honors farmers with conical hat that doubles as a measure

branding agency backbone branding has designed 100% sustainable rice packaging that tells of the human labour behind the grain’s production. designed for a very small, locally focussed company, the agency worked with farmers to come up with the design and employed local calligraphers and artists to work on the illustration and character work.

 

the outcome is packaging intended to convey an emotional, human message, but that some consider to be fuelling racial stereotypes. a recent survey of opinions on social media speaks to both these conclusions. 

rice packaging pays tribute to farmers with conical hat that doubles as a measure

images courtesy of backbone branding

 

 

‘visually, the design on the container should be uncomplicated and minimal in order to perfectly represent this simple and familiar grain, and at the same time remind us of the human labour in the rice harvesting process,’ backbone branding explains. ‘the goal was to use the bare minimum and only necessary amount of black graphic lines in order to capture, in the most minimal way possible, the facial expressions of the rice farmers.’

rice packaging honors farmers with conical hat that doubles as a measure

 

 

‘portraying the diverse emotional states a person goes through, the graphics go from self-confidence and pride, to satisfaction, empathy and tiredness. from the merchandise perspective, when displayed next to one another on a shelf, the products would be covering the wide spectrum of human feelings, as if those farmers were having an expressive conversational scene with one another.’

rice packaging honors farmers with conical hat that doubles as a measure

 

 

backbone branding created 2 different sizes of bag: the small bag for short-grain and the tall one for the long-grain. the studio used a sustainable high-density sackcloth fabric to contain the rice, and a carton lid in the form of the farmer’s traditional conical hat, which doubles as a rice measure.

rice packaging honors farmers with conical hat that doubles as a measure

 

 

continuing with their tribute to the human behind the product, they chose the name riceman as a way to immortalise his identity on the brand. an asian calligrapher created the logotype to emphasise the regional origin of the grain.

rice packaging honors farmers with conical hat that doubles as a measure

rice packaging honors farmers with conical hat that doubles as a measure

 

 

project info

 

company: backbone branding
project: riceman
date: 2019
service: branding, packaging
category: food, grains

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