Rice-a-Roni
Packaging and Brand Redesign
“Rice-a-Roni, The San Francisco Treat!” Consumers of a certain age will likely remember that iconic jingle. Little had changed with Roni’s brand since those distant times, including the packaging and logo, Roni (both Rice and Pasta products) tasked our team with bringing the product line up to date, making it feel more premium (yet still accessible), cohesive and shoppable.
Role: Senior Designer at Hornall Anderson
We explored several ways to emphasize the Roni brand, using the billboarding effect of multiple SKUs to our advantage. Just as importantly, we faced a legitimate challenge of product navigation: across 2 platforms with 3 subcategories and 15-20 flavors each. To accomplish this, we leveraged naming, unique typography, color and photography of food and props.
Roni’s ever-present cable car also received a much-needed update, introducing greater detail and care while keeping continuity across rice and pasta.
