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.
Existing brand moodboard
Brand extension moodboard
Sketches and prototyping
Proof of concept