SunRice is the market leader in rice, however its current packaging had increasingly lost distinction between competitive private label offerings. SunRice took the opportunity to leverage unique brand assets and refresh the packaging for increased shelf presence and brand awareness.

A new design architecture reintroduces the iconic linear sun device - a nod to SunRice’s heritage - with bold use of yellow to visually link the range. Food imagery is showcased proudly for increased crave engagement.

The new design is adapted across the SunRice range, including microwave convenience and large format packs, for a cohesive brand statement that reconfirms SunRice as the market leader.