• Vigo Importing Co.

Client:Vigo Importing Co.

Type:Branding & Packaging Design

When I got the opportunity to re-design the packaging and logo for the most famous Yellow Rice in the country, the brand I bought on a weekly basis, I was excited. We knew that Vigo was an estabished brand with a lot of equity, even at a glance with it's bright yellow glow that's in everyone's pantry, so a complete overhaul was not an option. The Vigo logo mark needed to modernize with a softer, geometric quality that could take center stage within the new design system. Comprehensive testing and research pointed to maintaining existing brand architecture, while evolving design to maximize shelf presence in a crowded category.

Reinvigorating Vigo

The problem that needed to be solved was how to unify 100s of products, with a modular design strategy, and retain the brand equity built by decades of quality. Another hurdle was getting the product on every label across the product line, and shot in a way that would be unique to the brand. A unique custom serif font was created for the brand that maintains a classical feel with modern geometric architecture.

The new design uses a system of color-coded flavor descriptors, gold foil patterns, and a versatile system of brand elements that commemorate the brand heritage. This was a huge endevor that will hopefully last another 50 years for Vigo Importing Co.