Building confidence in an instant

With a name like Minute Rice, it’s easy to understand how the more than 75-year-old brand is the beacon for timesaving convenience in the kitchen. Although impressive, the brand’s longevity wasn’t resonating with a younger generation of at-home cooks. So, we stepped in to mix this rebrand up in a meaningful, modern way.

Our powerful combination of strategy and insight created the opportunity for us to re-position Minute Rice as the foolproof authority in the kitchen. Offering meal makers the reassurance of delicious, perfectly cooked rice means the effort they make at mealtime is always fulfilling. And because Minute Rice is consistently dependable and delicious, the brand empowers consumers by giving them the confidence to make meals worth sharing – and showing off.

Speaking of showing off, that’s exactly what we did when it came to our creative approach. Appealing to the Gen Z and Millennial targets, we transformed the visual identity from dated and functional to outgoing and contemporary. The dramatically simple design architecture is anchored by a modernized version of the brand’s signature red flag – featuring smoother contours and approachable typography.

The inclusion of a dynamic rice-shaped flourish brings energy, visual interest and subtly implies the notches of a timer. Additionally, the existing brand palette is optimized, ensuring contrast against elevated food photography and varietal colours. The billboard effect created at shelf lets consumers quickly know that when it comes to meal prep, they only need a Minute to win it.

Since project completion, the brand has demonstrated year-over-year growth that firmly solidifies Minute Rice as a trusted staple in kitchens across Canada – and across generations.