The Uncle Ben’s brand is synonymous with quality rice products, and is the market leader in both the prepared and ready-to-boil rice categories. In order to ensure its continued leadership and in support of a new product introduction, Shikatani Lacroix was retained to evolve the brand identity and architecture of its core line, as well as a new product offering. The new design was very well-received when it hit store shelves, with sales results exceeding targets.