Rice has always been considered a commodity product with no apparent differentiation beyond price. It was only when the category became interested in offering added value in its products such as vitamins, minerals or calcium, that it began to become more dynamic and the brands began to gain relevance.
Then Arroz Castellano was born as the first premium rice brand in Colombia, to deliver a differentiated offer to those consumers who demanded much more sophisticated flavors.
Help consolidate the leadership of the Castellano brand by introducing 4 new products to the brand portfolio: Basmati, Jasmine, Sushi and Risotto.
We updated the brand and packaging, establishing a visual system that defined the guidelines for the entry of new products into the Castellano family.