Background
I established a food brand designed to introduce and promote a range of West African food products within a market oriented towards Western tastes. This initiative leverages the growing interest in diverse and authentic food experiences to differentiate itself from the prevailing dominance of Asian food products.
What is Glabberima Rice?
Rice can be categorised into two primary domesticated species: Oryza Sativa, commonly referred to as Asian rice, and Oryza Glaberrima, known as African rice. Oryza Sativa, which includes varieties such as Basmati and long grain, holds a dominant position in the Western food market due to its high yield and extensive cultivation. Conversely, Oryza Glaberrima, first cultivated in West Africa approximately 3,000 years ago, has been largely overshadowed by the more commercially dominant Asian rice. Despite this, African rice offers distinct health benefits, as it is less processed compared to some Asian rice varieties. This makes African rice a unique and underrepresented option in the current food market landscape.
The Approach
Product Development
The strategic approach involved crafting food packages that emphasised the unique heritage and benefits of African rice. This focus not only highlighted the cultural significance of the product but also appealed to a growing consumer interest in authentic and diverse food options. By positioning African rice as a premium product with health advantages, the brand aimed to carve out a niche within the Western market.
Brand Identity
The packaging design incorporated elements of West African culture to establish a strong brand identity. This cultural representation was intended to resonate with Western consumers by providing an authentic and exotic appeal. The goal was to create a distinct visual and thematic connection that differentiated the product from existing market options.
Market Penetration (Next Steps)
To successfully penetrate the Western market, the brand leveraged targeted marketing strategies that emphasised the unique attributes of African rice. By positioning the product as a healthier and culturally rich alternative to mainstream options, the brand sought to attract and engage Western consumers. This approach aimed to increase market visibility and consumer acceptance, ultimately expanding the presence of African rice in a predominantly Asian-dominated market.
A digital representation of the Malo Rice brand identity in black (default colour).
I chose gold as the primary colour for Malo Rice's brand identity because it has a rich, earthy tone. Earth tones have become increasingly popular in branding recently, possibly because of the rising emphasis on sustainability and eco-friendly products.
The Malo Rice brand identity, featuring the strapline.
The Malo Rice brand identity
The Malo Rice symbol
I have developed a food brand based on Oryza Glaberrima (African rice). While Oryza Sativa (Asian rice), such as basmati and long-grain varieties, is very popular in the Western market, Oryza Glaberrima is primarily known in West Africa and is not widely recognised in Western societies.
To address this, I have created a rice brand called "Malo," which means "rice" in Wolof, a language spoken in Senegal, West Africa. The aim is to introduce this African rice to the Western market, highlighting its superior health benefits compared to Asian rice.
Additionally, if you look closely at the logo, you’ll see that the counter space in the letter "a" is shaped like a rice grain, establishing a connection to the African rice product.
I experimented with arranging rice grains to create letters, which will serve as the font style for the Malo rice packaging.
Here is the label text: it is colour-coordinated to match specific colours, resembling the flavoured rice. As you can see, the rice grains have been shaped into words to relate to the product.
These are the preliminary designs for Malo's brand labels. They feature different types of rice (flavours) and use the title to mimic a Benin African mask, highlighting the connection between Oryza Glaberrima rice and West African culture.
Original Rice African wax print
Pilau Rice African wax print
Spinach Rice African wax print
Jollof Rice African wax print
The packaging designs pay homage to Ankara prints, also known as West African wax prints. These vibrant patterns, characterised by their colourful and tribal-like motifs, are strongly associated with Africa. Each design represents a specific rice flavour; for example, the yellow African design corresponds to African Pilau rice. Key ingredients in Pilau include turmeric, cardamom pods, and bay leaves. I visualised these ingredients as African wax prints to give the brand a unique identity and to highlight how Glaberrima rice (African rice) is cultivated in various regions across West Africa.
Malo Original African Rice Packaging.
Malo Jollof African Rice Packaging.
Malo Spinach African Rice Packaging.
Malo Pilau African Rice Packaging.
New Design Approach
Reflecting on my initial label design, I realised it was basic and bland. West Africa evokes images of rich colours, so I needed to revise my label to make it more vibrant and appealing. Additionally, the previous design lacked symmetry. With this in mind, I restructured the brand's composition to create a balanced and aesthetically pleasing design.
Here are the new label designs. I have retained the African mask motif and the same varieties of rice, ranging from Original African rice to Spinach African rice.
I incorporated the rice grain symbol into the label for my packaging.
In my research, I found that microwavable food, including rice, is widely consumed in many Western countries. Popular brands like Uncle Ben's and Tilda dominate this market due to their affordability and the convenience of quick preparation. Inspired by this, I plan to develop a Malo rice package for microwavable African rice. Above are the thumbnail sketches illustrating the functionality of the rice package.
At this stage, I began evolving from my initial thumbnail sketches by creating mock-ups of microwavable rice packaging. Additionally, I focused on organising the packages in a specific arrangement.
360° view of the Malo Rice Packaging.
Here is the front view of the Malo microwavable rice packaging.
Here is the side view of the Malo microwavable rice packaging.
Here is the back of the Malo microwavable rice packaging, featuring the nutritional information. The ingredients are listed below, detailing what's inside the rice.
Here is the front of the Malo rice Boil-in-Bag box packages.
The rice is packaged in a vacuum-sealed plastic bag. For customers who prefer not to use a microwave, they can opt to boil the rice in a pot. The concept ensures that the rice can be cooked by boiling. I haven't abandoned the idea of using a box for packaging, which is why I decided to include it in the Malo collection.
Here is the side view of the Malo rice Boil-in-Bag packaging, displaying the nutritional information.
Here is the back of the Malo rice Boil-in-Bag packaging, which provides information about African rice and the origins of the Malo brand.
Here is an advertisement for Malo Rice, designed specifically for Nigeria's Independence Day. This product would be available in October to commemorate the anniversary of Nigeria's liberation on October 1st, 1960.