Blog12: Label Project

For this label project, I designed a label for rice. This rice brand is East Asian oriented, and has a traditional Asian theme. The brand name is called “Rice 米”, which is pronounced rice “mi” or “mee”. “米” means rice in Asian language, so the brand is all about Asian rice. 

The primary target audience is people in North America, 27 to 60, who love exotic experiences, healthy Asian food, and are willing to pay more money on organic or high quality food. They mostly dwell in urban cities. The shape of the brand logo is from the shape of rice, and I used black as a colour to make it look high quality and fancy, which black represents. Also, I put orange as a colour on the bottom to show it is about food. For the brand name, I put the actual Chinese character “米”, and how to pronounce it so people can still read it and have an exotic experience when they buy the product. 

 Left - Front - Right - Back

The primary display panel shows the brand name, product information, and net weight. On the back panel, it shows nutritional facts, ingredients, the barcode, and there is a recipe inside of each bag explaining how to cook rice.

The design theme is all about Asian tradition. The rice products are in brown paper bags closed with labels, which has Asian writings with different colours for each product, for example, the label colour of brown rice is red, and fried rice is blue. The label has a string that wraps around the whole package so that it looks like a traditional Asian binding style. Because of this style of label, the packages look unique, more authentic, and exotic to North American customers.