The main reason people buy rice and beans is because it's an easy to cook, inexpensive meal. Oryza, being an organic product, is more expensive than its competitor, so the packaging needed to justify the higher price. The black and white approach to the design not only mirrors the natural color of the product, it also elevates the stature of it. Black and white is often associated with luxury, therefore, the package is able to communicate that this product is of higher quality than its competition. The simplicity of the design, mainly dependent on a grid system, manages to still retain the simplicity and ease of making rice and beans as a meal.