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California Rice Rebrand
Revitalizing a beloved brand with a fresh perspective
For nearly 30 years, the California Rice Commission has been a trusted advocate and guiding force for the state’s rice-growing community. Their brand has long been embraced by farmers and industry partners alike—symbolizing quality, tradition, and connection. In recent years, their mission has grown to highlight another vital story: the critical role California rice plays in supporting wildlife and preserving natural habitats. As environmental stewardship became central to their identity, so did the need to evolve the brand to reflect both the agricultural and ecological impact of their work.
Client
California Rice Commission
Role
Art Director
Services
Brand positioning
Brand identity & guidelines
Website design
Business system
Sharing a more inclusive story
As the commission’s mission expanded to emphasize environmental stewardship, they saw an opportunity to evolve their logo—retaining the brand recognition they’d built over decades while reflecting a fuller picture of their work. The goal was to create something more illustrative and expressive, honoring the original egret while introducing new visual elements that speak to their broader impact. We began our exploration with logo sketches and stylescapes to help establish our direction and connect with the client on the overall vision.
The foundation to move the brand forward
As the logo was finalized; salmon, rice, and subtle references to the Central Valley were woven into the design, symbolizing the deep interconnection between agriculture, wildlife, and place. This new logo mark and established visual direction enabled our team to move forward on the accompanying brand elements and their new website that would help them communicate all aspects of their organization.
Our brand has never felt stronger and more connected to our mission. From start to finish we could tell we were in good hands.
Tim Johnson
President & CEO, California Rice Commission
Modernizing the message to match the mission
With the updated brand and messaging in place, we brought it all to life through a modern, refreshed website that tells the full story of the California Rice Commission. The new site strikes a thoughtful balance between the organization’s agricultural roots and its environmental mission—making space for both without overwhelming the user. Clear navigation, streamlined content, and purposeful design work together to simplify the user journey while showcasing the depth, impact, and values at the heart of the Commission’s work.
Branding / Environmental / Guidelines
(case studies)
Other work
Branding / Sales Enablement
Branding /Publication
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