“When we looked to extend our brand, Bulldog was our first call. They know us so well, and they delivered as they always do—our first foray into our next category was a complete success.”
Lotus Foods, producer of the world’s most unique heirloom and organic rice varietals, has partnered with Bulldog Drummond each time they’ve extended their brand into new categories. From Arare Rice Crackers to Pad Thai Noodles to Rice Delights—their version of the beloved Rice Crispy Treat—each new product has brought with it two unique challenges. First, develop packaging that extends an already successful system with new verve and life. Second, communicate the benefits of a relatively new food while developing a compelling narrative and cohesive product story that demands attention on shelf.
We began each of the projects by building a clear strategy for the products and a narrative people can understand and want to be a part of. We then developed packaging that focuses on visually showcasing the food with clear windows, allowing the natural beauty of the products to show through. We used a custom watercolor on each product, surrounding the clear window to connect back to the master brand’s packaging. The Arare Rice Crackers were taken into Whole Foods as an exclusive launch and received strong feedback from buyers. The line was given prime positioning in each store and sales have exceeded initial expectations. And, the Pad Thai Noodles and Rice Delights are experiencing their own success. We continue to help Lotus extend their brand as they continue to add to their successful and diverse portfolio.
Lotus Foods works hand in hand with their farmers to grow rice with less water, which they celebrate in their ‘More Crop Per Drop’ logo. This commitment inspired us to bring the subtle watercolor texture from the original rice packaging design into a larger and more colorful component of the new packaging. The bright textures allow us to create a strong color system to hint at flavors as well as provide a point of difference from the ubiquitous earth tones found on natural grocers’ shelves.
"Pairing this vibrant watercolor texture with the brand’s bold typography creates a cheerful and modern packaging system to showcase the new Lotus products."