Amira Foods tasked Bulletproof with creating a design for the Indian company’s flagship Amira brand, that emphasised modernity over ethnicity, while still conveying the authenticity and quality of the product.
Nick Rees, global creative director at Bulletproof said: “Working on the brand launch of Amira was a true education in how diverse the world of rice really is. The phrase ‘tasting is believing’ is often over used: however when you taste Amira against the competition, you immediately understand exactly why they are positioned as the most superior product available.”
He added: “Communicating this superiority became fundamental to our brand expression and packaging designs. The name Amira (meaning princess) was a great tool to leverage for the brand icon, so we created a simple and elegant icon supported by a hand crafted proprietary font. We also delivered a palette of opulent golden tones offset with a kick of vibrant variant colour. The final design is confident, beautiful and simplistic – something only a true royal can deliver.”
The new design will hit stores this month.
