The Challenge: Originating from the five rivers of the Himalayas in Pakistan, these rice variants boast exceptionally high quality, being extra long-grain and aromatic. In the saturated UK market, with numerous rice competitors, Lubna Rice holds a reputable position in the South Asian market. However, to compete effectively, creating a robust brand emotion through packaging became crucial. Lubna Foods Ltd approached Design 164 to craft a captivating and emotionally resonant story, infusing it into the new packaging design for Lubna Extra Long Basmati Rice & Golden Extra Long Sella Rice.

Comprehensive Approach and Solution:
Throughout our design journey, we placed immense emphasis on crafting a sensory experience. The butterfly, which was central to our design concept, assumed a pivotal role in portraying a narrative of unique aromatic creation. Our concept revolved around the symbiotic relationship between a butterfly and the natural landscape, symbolising how their interplay generated a distinct aromatic experience. The consumption experience mirrored the envisioned scenario – a natural, joyful immersion in the rice fields, surrounded by fluttering butterflies, and enveloped in the irresistible aroma of our superior quality rice. Our packaging design served as a portal to this evocative experience, enticing customers to indulge in a sensory delight with every grain of Lubna Premium Rice.

Typography: The choice of Angie Pro was strategic, serving as a bridge between the rich history associated with the product and the aspirations of a modern audience. This font, with its nuanced balance of tradition and modernism, significantly contributed to the overall visual appeal and effectiveness of the design.

Colours: The distinctive basmati and golden sella rice variants inspired our choice of teal and red hues. These colours were thoughtfully selected to encapsulate the essence of the environment we aimed to create on the packaging, ensuring a standout presence amidst competitors.

Illustration: To infuse an emotional and natural connection, we conceptualised a “joyful aromatic creation” story by incorporating elements such as the five rivers, Himalayan landscapes, and a butterfly in the rice fields.