Refuel Rice

How do you brand a cream rice cereal? By going against the grain.

Australian-owned company, Refuel Rice cleverly combines two super important things – protein and carbs – to create energy sustaining fuel that not only replenishes your body, but tastes ridiculously delicious too. We designed a strong brand identity with character and buzz that brought this idea to life. With the combination of a bold logo and the use of a warm blue and a bright red, the packaging is both playful and contemporary giving it prominence on shelf. While we wanted to highlight the high protein content within each serve, we wanted to differentiate the packaging from existing aesthetic of protein powders and cereal packaging currently on the market through the creation of a fun mascot and delectable photography to provide appetite appeal and give personality to the brand.