Gallo Rice

Molinos invited Grupo Berro to rethink the design of this iconic brand.

It is key for a leading brand to be attentive to what its consumers want and to know how to react in time.

Background

Due to its position as a market leader, it is crucial for Gallo to pay attention to how trends change and what its consumers expect. The design made by Grupo Berro 8 years ago needed an update, and the brand reacted in time.

The project

At the beginning of 2018, 4 territories were considered to guide the new design. The territory we called ‘Gourmet’ was the one chosen by consumers.

The redesign work prioritized adding ‘flavor’ to the packs. The rice should be presented as tasty and tempting while respecting the codes built by the brand over the years.

For years, Gallo carried out its communication campaigns with the slogan ‘Arroz Gallo Oro, the one in the yellow box’ and the parboiled rice has always been the flagship of the brand. That is why it was decided to incorporate the ‘mythical’ yellow color into all other presentations of the brand to strengthen the global concept of Arroz Gallo.

The result

The new designs feature, on the front of the packs, overhead photographs of dishes accompanied by different ingredients, providing more flavor and color to the presentations. Behind the logo, we added a plate with the yellow of the parboiled rice so that it becomes part of the DNA of the entire line.

The interesting thing is to see how the evolution respects everything built previously and also incorporates new fundamental traits to keep the brand's global proposal competitive.