Rice pudding is back bolder than ever in the form of Naughty But Rice, a traditional rice pud made with indulgent foodie flavours. We came up with the strapline, ‘Rice pudding. But not as you know it’. Next up were bold, striking colours and vivid illustrations for the small pudding pots, to represent the delicious flavours. Fresh white was chosen for the outer packaging to evoke dairy cues. Together, the dual approach creates an artful clash of dairy goodness with vibrant, contemporary flavour. Worlds away from the tired, whimsical category cues of old.