The challenge was to create a brand for a new brown rice crisp.
At the time, there was nothing else like it on the market, so we needed to come up with an identity that was completely unique. We chose a catchy name and developed a look for the packaging that had a distinctive split of a white top and coloured bottom to symbolize the equal mix of clean healthy goodness along with richly indulgent flavours.
The product quickly became a $25 million a year product for Snack Alliance. Ten different flavours were launched within 2 years, it expanded to the USA and UK, and became one of the most successful products in the history of the company.