Camil Alimentos Design & Branding CAMIL PREMIUM RICE by SPICE DESIGN

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Industry Grocery and Other foods
Media Design & Branding
Market Brazil
Designer Joel Bento
Released August 2010

Credits & Description

Category: iii. Premium Brand
Product/Service: RICE
Date of First Appearance: Aug 11 2010
Entrant Company: SPICE DESIGN, Sao Paulo, BRAZIL
account director: Daniella Lima (spice Design)
design director: Gabriela Tischer (spice Design)
designer: Joel Bento (spice Design)
Media placement: packages - supermarket - 11 August 2010

Describe the brief from the client
The briefing received by the agency was to develop a packaging project for a distinctive line of different types of rice produced by the Brazilian company Camil. The line would be market-oriented for a premium and adult public. At this time was also presented a limitation - the product has already come packed in a transparent film, a condition that could not be changed.

Describe the challenges and key objectives
Considering that the product would have a primary package, we decided to use this condition as an advantage in the project. We chose to use offset printing on cardboard where we could have quality, a special cutting knife and also use special colours like gold. We also considered the options of using glossy and matte varnish to give a refined touch to the final product.

Describe how you arrived at the final design
We studied each type of grain, its origin and history and with this information, developed a background texture and also an special knife cutting design for the window that displays the product. It needed to differentiate between the products in the line. The central idea for the Camil Premium Rice project was the highlight of the gourmet aspect, awakening the "Chef that exists in each one". So on the back of the packaging are found hints from a Head Chef, in order to obtain the best of the grain in exclusive recipes.

Give some indication of how successful the outcome was in the market
First the company launched three products in the market: Black Rice, Rice for Italian Cooking (risotto) and Wild Rice. Due to the good acceptance of the products, the company invested and launched other products: Red Rice, Rice for Japanese Cooking and Basmati Rice.