Clean Design. Smart Moves. But will It convert me into a buyer?

What are your thoughts on this pack design?

Description

In crowded grocery aisles, attention is earned in seconds. This instant rice package stands out by doing less, not more. The bold numeral serves as the hook, drawing the eye in before the shopper even processes the flavor or format. It’s a smart example of minimalist packaging design working exactly as it should.

The restraint is what makes it effective. Strong contrast, confident typography, and intentional white space in packaging create instant clarity in a category that usually relies on busy photography and long benefit lists. Even if not every flavor converts, the visual system breaks the pattern and forces a pause.

That’s why this kind of execution deserves early concept testing. You don’t need to guess whether it cuts through. You can see it immediately, on the shelf, in context, where it matters.

Video Transcript

00:00:00 I mean, your eye just goes right to it.
00:00:02 Holy smokes. Hey guys, it's shopping
00:00:04 with Christy time. I'm at Walmart.
00:00:06 Hello. I'm walking down the aisle. Super
00:00:09 quick. Hey, here. I actually do shop
00:00:11 this category quite a bit. Instant rice
00:00:13 rice options. And this caught my eye.
00:00:17 What is this 10? I was like, is it the
00:00:20 10th year anniversary? No, obviously.
00:00:22 The other thought I had was, is it 10 g
00:00:24 of protein like everybody else these
00:00:25 days? Nope. It's clearly vegetables. You
00:00:28 can see it here. a hearty medley of 10
00:00:30 different grains, vegetables, legumes,
00:00:32 and herbs. I wound up not wanting to buy
00:00:34 it because I don't like smoky southwest
00:00:37 rice. I don't want Caribbean rice
00:00:39 either. So, I don't know ultimately if
00:00:41 this thing will sell super well, but the
00:00:42 point
00:00:43 is that graphic execution I think is
00:00:46 totally breakthrough. Look at it. Look
00:00:48 at that. I mean, your eye just goes
00:00:50 right to it. Holy smokes. So, kudos to
00:00:53 whoever did that.

Christy Lebor Partner & Head of Brand Development, SmashBrand

14 Articles

Christy Lebor is a Partner and Head of Brand Development at SmashBrand, a premier brand development agency championing the FMCG space. With two decades of Fortune 500 CPG experience, Christy harnesses her background from industry titans to infuse brands with a growth trajectory that transitions them from category disruptors to legacy brands.

Her portfolio includes:

Brand management roles at global giants: Kraft, PepsiCo, and Unilever.
Launching pivotal products: Axe Body Wash in the US and the original Dove Campaign for Real Beauty at Unilever.
Steering innovative product lines at PepsiCo: Gatorade chews, protein bars, Mio Fit, and Amino Energy.
Pioneering breakfast innovations at KraftHeinz: Just Crack an Egg
Leading the branded business segment and global innovation at JBS, the world's largest meat company in the world.

Prior to her tenure at SmashBrand, Christy's track record spans various senior management and development roles. Each role has honed her expertise in the intricacies of FMCG, enabling her to cultivate category advantages for brands. From SKU rationalization to directing pivotal innovation stage gates, Christy's acute expertise in FMCG has consistently placed her at the forefront of the industry. Her ability to make incisive, strategically sound decisions has been key in propelling brands to market leadership.

Her philosophy pivots on the principle that timely, relevant data, integrated with brand strategy, is the linchpin for brands aspiring to scale and establish market dominance. At SmashBrand, Christy intricately weaves this philosophy, ensuring brands are not just strategically poised but holistically developed.

Educationally, Christy is equipped with a BBA from The University of Michigan Business School, an MBA from the Kellogg School of Management, and additional prowess in Private Equity and Venture Capital from Harvard Business School.

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