For my final branding project, each student had the liberty to create their own company that focuses on one particular product or material.
Grain Up is a fictional rice company that is working to fight against world hunger by one grain at a time. Located in the heart of New York City surrounded in the most exciting dining and fast food places in the world, many are unaware of the individuals that are struggling with food insecurity and hunger all around the world. In the world, one in every seven people on Earth are struggling with hunger, therefore, the company is focusing on raising awareness to their consumers with their simple, yet impactful packaging design. By taking steps in helping the hunger with the involvement of their consumers by when they purchase a carton can of rice in stores, a bag of rice will be sent to hunger relief organizations and programs around the world. Although one grain seems very little, every grain counts in helping to feed someone in the world.
For Grain Up, I was responsible to create a logo to represent the product as well as a packaging design and advertisement. For the logo, it incorporates the company's name with the "i" represented with a simple grain that is surrounded by an arrow pointing in a clockwise direction. The one grain is further told through the tagline and the company's mission; One Grain at a Time. The arrow represents that hunger is an ongoing issue that does not have an easy solution to fix, but will take over time and through continuous efforts from the community can make a huge difference. In addition to the simple design, orange was used as a bold color that is gender neutral yet would stand out to the viewer and is also used on a higher platform to represent Hunger Awareness. To establish the company's logo, it is shown on the front of the carton container, but the mark can also be used on other collaterals that is easily recognizable for consumers. As for the packaging design, the carton containers are available in two different sizes that suits both family and individual meals. The packaging itself contains a rice-like pattern filled with information about the company, the product being eco-friendly, recommendation for storing, and cooking directions. To further explore this project, an advertisement was created for the product to spread awareness of world hunger, but also as a call out to the viewer to engage them in being a part in saving someone's life.
