Food and Beverage
Along with the complete redesign of Broto Legal packaging and lines, the company is starting a new moment, which focus is to become, increasingly, an important player in the rice and bean segment.
From the expansion of its line, Broto Legal decided to invest in the creation of a new brand of rice directed to the public that appreciates the Japanese cuisine, respecting the specific codes of the category of rice of the oriental cuisine.
In addition to all the portfolio strategy that triggered the creation of the brand, we created the name Kangai, based on its meaning: irrigation, which represents the millennial culture of rice planting in Japan. We use traditional Japanese writing and illustrations of the flooded areas of rice plantations, typical of the Nipponese region. We introduce a packaging concept that connects the consumer to Japan and its traditions.
The diagramming of the information, following the Japanese writing logic, from top to bottom, framed by a minimalist, traditional and almost bucolic illustration of the flooded fields, is presented on the full transparency of the packaging, evidencing the quality of the kangai grains. All elements are arranged in a harmonious and balanced way. The new packaging presents a visual language totally focused on Japanese cuisine, attesting the quality of the product to the demanding consumers of this category.