Students were tasked with the creating packaging of a new boutique line with extensions for a large food brand. I created a boutique line for the American rice brand Mahatma, which currently has only mass-marketed products.
The Mahatma rice boutique line explored the idea of food culture and flavor extensions based on the cuisine of different countries. I developed four lines: Japanese sushi mix, Spanish paella, Italian risotto and Indian basmatic. The keywords for the concept were gourmet, exotic and modern. The boutique package design was inspired by the longitude and latitude of each of the four countries. I experimented with type choices and hierarchy to find the aesthetic that best communicated the charac- teristics of each line. The packaging containers are glass jars that can be reused to store any dry goods.
The labels at both the front and back sides convey the information mainly through typography. I created four patterns with distinct color combinations to represent each country. The Mahatma logo is redesigned to make it more refined to the boutique market.