Weaving Goodness Into Every Bite
Exceedient Foods is the ingredient innovation arm of Farmers’ Rice Cooperative. They are focused on vertically integrated gluten-free ingredient development with products like rice flour and extruded snacks.
Challenge
We were tasked with developing the brand identity and creative platform for the Exceedient brand. Our goal was to create a brand that maintained strong ties to the parent FRC brand and also stood out in the food ingredient landscape. We set out to pull through FRC’s key difference-makers of being grower/co-op owned and offering ingredients from the source.
Solution
Following the elevation of the Farmers’ Rice Cooperative brand, Noble West created brand positioning, messaging and a brand platform that was closely connected to the parent brand while giving Exceedient Foods a strong identity of its own. The creative platform focused on exploring the possibilities of rice and all that it can be, with gluten-free products that are crafted from beginning to end to deliver on exceeding standards - offering ingredient goodness from the source. Following brand development, the Exceedient Foods brand was launched at Expo West with a suite of assets from the booth down to product packaging.
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