IBIS Rice - Cambodian Rice Redesign
Design for Conservation
IBIS Rice defines what true conservation is all about. The brand owners are physically on the ground in Cambodia working closely with farmers to help protect wildlife, preserve the forests and grow the rice sustainably. This is true conservation and IBIS is at the centre of it. IBIS merely needed stronger branding to tell its story and bring like minded people along with them.
The Task
The old identity and its graphics needed reinvigoration. More akin (appearance wise) to what an indistinct wildlife society might look like, the new branding needed personality, presence and individualism. It also needed the ability to carry its serious conservation credentials but also work as a premium retail food brand across its range of rices, rice crackers and cereals.
The Solution
Working closely with Nick and Thida at IBIS (based in Cambodia) as well as UK organic retail consultant Al Overton, we analysed the overall brand offer, considering its conservation messages, the rice, how it is grown and its benefits, as well as how the personality of the brand should be seen. The upshot was that there was a lot to say! 'Some brands just say too darn much on their packs’, said Al. In may ways the conservation was the main event although we had to ensure that the product’s quality, taste and texture was not compromised.
So, a hierarchy of messaging was developed, together with featuring brand ambassador Chris Packham. Branding and pack graphics were explored and developed that struck the right balance between real conservation and product quality.
The new branding has a crafted logotype full of confidence and individualism. The Real Taste of Conservation is curved around the top of the logotype to marry conservation and food together. The khmer text is an important nod to its Cambodian provenance and the flying IBIS and its shadow reinforces the brand name with a sense of life and movement. Pack graphics feature natural textures, colours have a vibrancy and messaging is kept to only what is necessary. The cereals deliberately give way to appealing to a younger audience that are beginning to learn about endangered wildlife with a sense of fun and engagement.
The Result
The range of products have now landed in Planet Organic and also available through distributor Brand Organic. Watch out for more additions to the range.
Our Brand Ambassador
“As a naturalist, I’m passionate about wildlife conservation and I am very proud to support IBIS Rice which is actively protecting precious forests and allowing farmers & endangered species to thrive!”
