Mighty Rice

Designed by mousegraphics
Country: Greece
Creative Director: Gregory Tsaknakis
Designer: Joshua Olsthoorn
Illustrator: Ioanna Papaioannou

We want a packaging design that will communicate the difference in quality, the refined character and the exceptional origin of our product". The target audience: An eclectic but low-key clientele. The design: To meet the expectations of an overseas based client was a challenge we accepted with enthusiasm. Our design approach developed through a series of emails and skype calls between Athens and the exotic Mauritius, whilst we gradually absorbed the information that described this food product as ethically cultivated and dynamically positioned in the contemporary market. This experience was incorporated into the design framework. Thus, a mighty combination between the stated, the symbolic and the imaginary emerged. The essence of the island and the grain -the basic unit of every rice production- are rendered visible through clear, dynamic albeit elegant, transparent, duo-chromatic (b&w), non-folkloric design choices.