The specialty grains category has seen significant growth and is becoming more relevant to mainstream grains consumers who are looking to add new and interesting dishes to their everyday meals. Our goal was to rebrand Near East with a more authentic and worldly story that elevated the brand and taste experience without feeling overwhelming and complicated to prepare.
Near East suffered from a lack of brand equity recognition paired with a very functional design. To solve for this, we crafted a henna inspired pattern that radiates from the brand and anchors the story with a global feel while delivering a strong brand block at shelf. We also wanted to reinforce the message that we are a long established brand so we embedded “since 1962” into the brand shield. Our strategy to enhance appetite appeal was to replace the photography that showcased a family-sized side dish with a more direct macro shot of the delicious grains reinforced by key ingredients.
The Near East redesign infuses the brand with elements of storytelling: elevated taste appeal, ease of preparation, brand trust and authenticity, and establishes the brand’s credentials as a source of nutritious grains.