Gallo Rice

Molinos called on Grupo Berro to rethink the design of this iconic brand. It is key for a leading brand to pay attention to what its consumers want and know how to react in time. Background Due to its position as a market leader, Gallo must stay attentive to how trends are changing and what its consumers expect. The design that Grupo Berro created 8 years ago needed an update, and the brand reacted in time. The project At the beginning of 2018, four territories were considered to guide the new design. The territory we called 'Gourmet' was the one chosen by consumers. The redesign focused on adding 'flavor' to the packs. The rice should be presented as tasty and tempting while respecting the codes established by the brand over the years. For years, Gallo ran its communication campaigns with the slogan 'Gallo Gold Rice, the one in the yellow box' and parboiled rice has always been the brand's flagship. Therefore, it was defined to incorporate the 'mythical' yellow color in all other presentations of the brand to strengthen the global concept of Gallo Rice. The result The new designs feature overhead photographs of dishes accompanied by different ingredients on the front of the packs, adding more flavor and color to the presentations. Behind the logo, we added a plate with the yellow of the parboiled rice to make it 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.