Vinaseed is a seed corporation whose primary customers are farmers. 2016 was the first time the corporation introduced its product line (packaged fresh rice) to the consumer market. At the time, consumers were used to buying unbranded products from traditional markets.

The packaging design NDHC proposed is inspired by the consumers’ habit of buying rice at traditional markets. It shows the image of rice placed inside a gunny sack - a familiar image to the consumers. The sack is placed in a background of paddy, creating the feelings of rice harvested straight out of the fields. These two primary key visuals highlight the features of the product: natural & fresh. There is a transparent area on the packaging that allows the customers to see the real rice grains inside. The modern and customer-centric design has elevated Vinaseed's first ever packaged rice product on the market, targeting young consumers who pay attention to the origin and quality of products, and gradually changing the habit of the old-generation consumers.