Melbourne foodservice company asked Percept in Sydney to redesign the packaging labels for their brand's entire product range.
Riviana approached Sydney’s Percept Brand Design to rebrand their packaging and label design. This new design was then rolled out across their entire range of food products, which are aimed at professional chefs.
It was felt that Riviana’s old labels were dated and did not do justice to the quality of their food products because they used flat illustrations. As a result, we believed that it was important from a strategic point of view that appealing photography was used to depict the contents of the pack in a more appetising way.
A strong design result was reached by using this photography as a large background image to increase the visual impact of the label. Of even higher importance, it made for quicker product recognition when the packaging is in use in a busy foodservice kitchen. Chefs can now find exactly what they want, when under pressure in their high-paced environment.
This ease of identification is also enhanced by the clear communication of the product name in a concise and easy to read colour coded panel.
The Riviana branding was also addressed with the use of a consistent dark blue panel at the top of each label which contains the refreshed logo. This helped to improved brand recognition.
The same area is also used to define the product category that the produce belongs to, whilst informing the user of the other categories that Riviana offer.
Since the relaunch, Riviana informs us that the redesign has been working very well for them!