Heritage Select
The Heritage Select Basmati Rice line was a new product and an unknown brand attempting to enter the competitive rice mix category. They wanted a contemporary image with an imported look, reflecting their Indian heritage. With a subtle pattern of traditional Indian fabric and a contemporized elephant icon serving as the color coding, the appetizing images of the 4 varieties were clearly differentiated. The product was easily accepted into club stores, often a difficult goal for any new product, especially for an unknown brand.
