Ricing Farm Identity Redesign

“When I close my eyes, I hear many animals singing in the farmland and smell the fragrance of rice swaying with the wind.” It is our initial impression of this rice field.


Regarding the brand vision of Ricing Farm, we hope to connect people and the land, as well as the emotions between people, through the essence and goodwill of natural farming methods, leading the people of the land to irrigate and protect the ecology together.


In terms of brand name, the product essence of “Rice-米食” is presented in the form of progressive verbs. “Ricing” also has the harmonious sound of “Rising,” which represents the hope that will be passed down from generation to generation, and represents the rising of the sun in the future, which is the brand’s hope for sustainability; “farm” means cultivating, nurturing, and farming, while “Ricing Farm” invites people to cultivate and nurture this hopeful soil.


The eco-indicator is a natural way to judge whether the ecology is healthy or not. We took the ecological indicator, Common Moorhen, as the main identity image. With simple and refined lines, it escapes the hand-painted sense of the market. The lines look like a field path in farmland from a distance. The choice of the major color is the dark blue of the Common Moorhen, close to the original logo color of Rihe, so that old customers will not find the old brand after the rebranding. The supplement orange red is added to improve the recognition.


The simple red-billed bird takes flight and sings on the package, and its interesting appearance becomes a warm dialogue between children and adults when they pick up the package. The package material kraft paper is also a blessing to the brand: The hope of inheritance and the kindness are just like the goodness to connect consumers and the land, as well as the owner's seriousness and toughness in dealing with grains, rough but with warmth.