Heritage Rice pays homage to it’s history with a brand design that showcases a traditional farmer pulling his cart of rice. The distinctly Americana serif typeface blends blue and orange for a bold label design. The various stripes that denote rice types allow the brand story to maintain intact across all variants. From one family to your family’s table, Heritage Rice understands the value of family values.
Heritage Rice is a product from the Stewart family, a 7th-generation farming family whose traditions are deep-rooted in honesty and faithful stewardship of the land. Rob Lieberfarb explains the creative process:
“We wanted to give Heritage Rice Co. a brand identity that would communicate the rich history of the company. You hear the name ‘Heritage Rice’ and it can conjure up certain images. I was given some old photographs by the company that actually depicted their ancestors’ farming on the land. There was a photo of an old mule-drawn wagon with the rice crop and farmer. I decided to illustrate this scene in a woodcut style to set a vintage tone and use it as the main logo. The original photo is on the back of the pouch. For the front of the pouch, the logo takes center stage along with a window view of the homegrown rice. To differentiate the types of rice, we used some contrasting colorful stripes as a border. Each bagâs color scheme works on its own and when presented as a full group. The company was very pleased with the final outcome. Their new branding plays a crucial role in expanding their business.”
