The Amira brand has turned to international brand design agency Bulletproof to create the global identity and packaging design for a range of premium products launching this month in the UK.
Global rice supplier Amira Foods briefed Bulletproof to create a design for the Indian company’s flagship Amira brand following a three-way credentials pitch in November 2011. The agency was tasked with creating a brand identity the emphasised modernity over ethnicity, while still conveying the products authenticity.
“The name Amira (meaning princess) was a great tool to leverage for the brand icon, so we created a simple and elegant icon supported by a hand crafted proprietary font. We also delivered a palette of opulent golden tones offset with a kick of vibrant variant colour. The final design is confident, beautiful and simplistic – something only a true royal can deliver,” commented Nick Rees, global creative director at Bulletproof.
The new design is now set to be introduced as part of the UK brand launch in major multiple during May 2013. Amira UK CEO, Rob Mesure, added: “We are confident this is going to be the biggest launch to hit the rice fixture in the UK for many years.”