Uncle Ben's is a brand name for parboiled rice and other related food products. It was the top-selling rice in the United States in from 1950 till the 1990s. It is credited for inventing a form of parboiling designed to retain more nutrients in rice and reduce cooking time, now known as the Huzenlaub process.
New Brand Identity
This project focuses on rebranding Uncle Bens as an aspirational but affordable brand. The rebranding takes a typographic approach while keeping the core product, rice, at the forefront. At the same time, it emphasizes Uncle Bens as a health conscious, sustainable brand that believes in the ethical sourcing of its products.
The brand changes its target audience to the young, working, health-conscious people who are always on the go. The design encapsulates the same and reflects Uncle Ben's as the perfect combination of instant and healthy food for the busy individual.