Agrino Rice Long Grain - Packaging Revitalization

The Challenge: Agrino is the number one Greek brand in packaged rice and pulses. Following the re-branding of the Agrino’s core line of products, Brandessence / CBX was assigned the task of re-vitalizing, Agrino’s 10 minute rice in a box.

The Solution: The branding strategy for the specific brand identified the opportunity to develop a strongly Greek brand identity and thus build differentiation from the competition. Real photography of Greek fields in combination with an appetizing dish depicting the product was used to communicate Greekness and taste appeal. In addition, a logo was developed for the “Certified cultivating process” the company uses, to further to product’s goodness communication. The result was a highly differentiated, meaningful and warm brand identity in the traditionally cold “easy & fast” to prepare category.