Uncle Ben’s Ready-To-Roll

In the 1990s Uncle Ben’s had tremendous success extending their product range with par-boiled express rice products aimed at busy modern consumers.

Yet today, the brand suffers from being perceived as stagnant, unhealthy and too convenience driven. In other words, not aligned with the needs of today’s more health conscious consumers.

Opportunity: Expand the brand from being a very western interpretation of rice dishes to include contemporary asian and Japanese cuisine, particularly, sushi.

Approach: Concept generation > Prototyping & Testing > Proof-of-concept & Audience feedback

This project was done in collaboration with Joe Smith.


Brand positioning

Existing brand moodboard

Brand extension moodboard


Sketches and prototyping

[portfolio_slideshow include=”575,576,577,578,579,584″]


Final Concept


Proof of concept

2009, Ravensbourne

Additional resources:

Project Report (PDF)