RightRice has more than double the protein, five times the fiber, and 40% fewer net carbs than traditional rice. We created a brand that would communicate the product’s benefits. The start-up needed everything from a defined target consumer and brand story to a stand-out package design, website, and go-to-market materials.

We listened to people's challenges with rice and eating healthfully: home cooks find it difficult to store fresh foods without them going bad, busy professionals are strapped for time when preparing balanced meals, and parents sneak vegetables into dishes like casseroles or mac and cheese.

The package messaging emphasizes the vegetable ingredients, and the cut-out window lets consumers see that the product looks like rice. The shape of the window simultaneously forms a bowl of rice and a smile—a nod to the delight and comfort of eating rice.

RightRice launched nationwide in Whole Foods and Amazon in February 2019. Additionally, the company is working with a variety of children’s organizations to share its nutritious rice by the bowlful.