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Explore Work
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The Challenge

Help RightRice design and launch a new food brand from the ground up.

The Outcome

A launch-ready brand—including positioning, values, personality, visual identity, packaging, website and more—designed for consumers’ needs.

When it comes to food, we often have to choose between health, convenience, and taste. Parents struggle to get their kids to eat veggies. The same daily salad can become boring or bland over time, and produce often withers in the crisper drawer.

Betterer Foods set out to make one of the world's favorite foods healthier. Rice is a beloved food across many cultures, but innovations and alternative options have mostly been limited to products in the freezer section, like riced cauliflower.

Betterer Foods created RightRice: a dry, shelf-stable grain made from rice and vegetables, including lentils, chickpeas, and green peas. RightRice has more than double the protein, five times the fiber, and 40 percent fewer net carbs than traditional rice. But the product still tastes and looks like rice, and is faster and easier to cook.

RightRice is healthier and simpler to prep than traditional rice, while still maintaining the look and taste of the carbohydrate.

RightRice founder Keith Belling, the founder and former CEO of popchips, asked IDEO to design a brand that would communicate the product’s benefits. The start-up needed everything from a defined target consumer and brand story to a stand-out package design, website, and go-to-market materials.

The team listened to people's challenges with rice and eating healthfully: home cooks find it difficult to store fresh foods without them going bad, busy professionals are strapped for time when preparing balanced meals, and parents sneak vegetables into dishes like casseroles or mac and cheese. Some consumers say they avoid rice because it’s a carbohydrate, which is forbidden in so many of today’s diets. People describe themselves as “carb phobic” or say they consider rice a “guilty pleasure.” Others don’t eat rice because it makes them feel sluggish or bloated, or is too difficult or time-consuming to prepare. Overall, people wished rice could be healthier, simplier to cook, and still taste delicious.

IDEO translated these insights into a brand foundation that helped RightRice come to life on shelves, online, and in the world for customers. The package messaging emphasizes the vegetable ingredients, and the cut-out window lets consumers see that the product looks like rice. The shape of the window simultaneously forms a bowl of rice and a smile—a nod to the delight and comfort of eating rice.

Inspired by consumers and their needs, the team explored and refined every package detail. Customers shared the importance of the vegetable-based ingredients while still needing to know that the product would deliver on flavor.

This is so much more than a product. You’ve truly created a brand.

Keith Belling, RightRice founder and CEO

Rice is a household staple around the world. The RightRice brand makes it easier for consumers to have health, convenience, and good taste in one accessible product. RightRice launched nationwide in Whole Foods and Amazon in February 2019. Additionally, the company is working with a variety of children’s organizations to share its nutritious rice by the bowlful.

Spanning brand personality, logo, packaging, and web design, the RightRice brand communicates the product’s convenience, flavor, and nutrition to the world.

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