Rice to Riches – food retail branding with delicious personality


How this Food Concept in the Crowded New York Market is using Buckets of Personality to Create an Exceptional Retail Brand
Exploring the retail scene of New York last month I came across this great concept; Rice to Riches’ in New York’s SoHo. The store was closed so I wasn’t able to sample their wares, but the brand voice talking to me from their retail frontage was enough to make my mouth water.The store design utilized the ellipse of a desert bowl and that was reflected through the rest of the brand image. What the concept lacked in brand identity design sophistication it made-up for with a confident brand personality expressed through smart and sassy copy utilised in the store experience and perfectly suited for online and offline brand communications design. For some the brand language may be seen as too edgy (remember we’re talking New York here), but we will always encourage a brand to stand for something rather than diluting their personality for fear of offending.


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  1. So delicious!!! I’ve eaten at the Rice to Riches store in New york and believe me the pudding lives up to the brand hype. The interior is also covered in engaging signage and even what they call their sizes etc are consistent with their brand.

    • Thanks Zee, the very best brands have three shared traits – a powerful differentiated proposition – a unique brand identity & voice – loyal brand advocates like yourself who are happy to tell the world. Wish I could have tasted that rice pud myself (unfortunately they were closed).

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