FROM INDIA TO AMERICA
Royal is the top selling rice brand in India, but was unknown in the U.S. until they hired DDW. You only get one launch, so we set out to create packaging that would make Royal an instant classic.
Royal’s brand story includes tales of fertile soil in the Himalayan foothills, and an Indian princess who looked, shall we say, a bit more witchy than royal. Our design team made her more refined and exotic, while embracing the spirit of Royal’s original log and jute sack with a fresh, authentic look.
Today Royal is the #1 selling basmati rice in America.
Brand Identity / Packaging
The “Jute” bag is a hallmark of Indian markets both past and present. DDW was tasked with renewing the bag and logo, while still keeping the royal imagery that inspired the brand in India.