Description: Marta Harding is an experienced designer, visual strategist, and brand consultant who develops brands from the inside out—thinking creatively, holistically, and strategically about the overlap of consumers, brand, and business.
Betterer Foods created RightRice : a dry, shelf-stable grain made from rice and vegetables, including lentils, chickpeas, and green peas. RightRice has more than double the protein, five times the fiber, and 40% fewer net carbs than traditional rice. But the product still tastes and looks like rice, and is faster and easier to cook.
RightRice founder Keith Belling, the founder and former CEO of popchips , asked IDEO to design 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.
I led the project alongside a team of a writer, communication designer, and interaction designer. 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. Some consumers say they avoid rice because it’s a carbohydrate, describing themselves as “carb phobic” or that they conside