How does rice packaging design influence purchasing decisions?

The brand’s biggest challenge was to reposition itself in the market. Upon analyzing the competition, we realized that there are a significant number of rice brands. However, in terms of rice packaging design, the market lacks appeal.

Our proposal for Célia rice was to revitalize the brand’s image through a new visual language. To achieve this, we created a female character—an image that evokes concepts of nutrition and warmth. Cooking isn’t exclusively a feminine task, but the image of a mother preparing food still holds great power in the popular imagination.

Another important element in the composition is the wooden spoon. This element evokes family, coziness, and a mother’s homemade recipe. The idea was to evoke memories of the care received during childhood, creating an emotional connection with the brand.

The new packaging features a more modern layout, with a window at the top to view the product. Each product in the line has packaging distinguished by its color and texture pattern. These patterns are inspired by the tiles found in old colonial-style kitchens.

Finally, for the point-of-sale campaign, we created the slogan: “Simple moments, magical moments.” The phrase evokes occasions spent with family and friends, meals at grandparents’ homes, and children learning to cook.

The new positioning allowed the company to stand out from the competition, drawing attention