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Amira rice debuts in the UK with designs by Bulletproof


Amira rice debuts in the UK with designs by Bulletproof

Posted by: Bulletproof | Date added: Wed 05 Jun 2013

International brand design agency Bulletproof has created the global brand identity and packaging design for a range of premium rice products that have launched in the UK under the Amira brand.

Following a 3 way credentials pitch in November 2011, global rice supplier Amira Foods tasked Bulletproof with creating a design for the Indian company’s flagship Amira brand, that emphasised modernity over ethnicity, whilst still conveying the authenticity and quality of the product.

Commenting on the project Nick Rees, global creative director at Bulletproof says: “Working on the brand launch of Amira was a true education in how diverse the world of rice really is. The phrase 'tasting is believing' is often over used: however when you taste Amira against the competition, you immediately understand exactly why they are positioned as the most superior product available. Communicating this superiority became fundamental to our brand expression and packaging designs. The name Amira (meaning princess) was a great tool to leverage for the brand icon, so we created a simple and elegant icon supported by a hand crafted proprietary font. We also delivered a palette of opulent golden tones offset with a kick of vibrant variant colour. The final design is confident, beautiful and simplistic – something only a true royal can deliver.”

The new design is now available in major multiples across the UK with a range of 5 SKU’s focused around the Amira flagship products – Superior Aromatic and Pure Basmati.

Amira Foods was founded in 1915 and is today, India’s largest privately owned rice company. It exports a wide range of Basmati, non-Basmati and speciality rice to more than 40 countries worldwide.

 

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