Lundberg Family Farms
Unconventional Rice
Breaking convention for a commodity and telling an engaging regenerative story.
THE CHALLENGE
With over 70 years of heritage, Lundberg is anything but ordinary in the world of rice. Recently achieving Regenerative Organic Certification (ROC)—essentially “Organic on steroids”—the brand embarked on a robust strategy and positioning journey with Good Dog Strategy (Lisa Hyman & Max Kabat). The result? A bold new strategy centered around “Unconventional Rice,” celebrating their quirky “rice nerd” personality. Our challenge was to visually bring the ROC story to life with a premium, distinctive vibe that justified the brand’s higher price point. At the same time, we had to preserve the visual elements that consumers know and love—like the familiar SKU colors and signature arched text.
THE SOLUTION
Rice might be a simple commodity, but Lundberg rice carries a story worth telling. Communicating the complexity of “Regenerative” agriculture was no small feat, but the key was finding inspiration on the farm itself. Spending a day immersed in the fields brought everything to life. It wasn’t just about growing rice—it was about the passion, care, and connection from the soil to the final product. That experience became the heart of the design.
We wanted the packaging to reflect the spirit of the farm, so we created simple yet vibrant illustrations inspired by the wildlife and flora we saw firsthand. These visuals convey the essence of what regenerative agriculture stands for. To sum it up, we added: “Supporting soil, habitat & communities” to all packs.
A Unified Design for Lundberg Products
While bagged rice remains the cornerstone of Lundberg’s offerings, the brand has an extensive range of products, including Rice Cakes, Mini Cakes, Ready-to-Heat Rice, Boxed Rice, and more. The previous packaging design across these categories lacked cohesion.
We extended the bold, regenerative look of the bagged rice packaging across the entire product line. By using vibrant colors and consistent illustrations, we created a unified design that connects Lundberg products from aisle to aisle, making them easily recognizable and true to the brand’s regenerative mission.
Visual Identity, Packaging Design, Brand Language
Photography: Max&Co Photo