Ricey

• Agency: AnaZeli Design
• Client: Ricey
• Category: Packaging Design — Food & Beverage
• Location: Kyiv, Ukraine
• Project Brief: Create food packaging that gives Ricey a playful and emotionally engaging identity for younger sushi consumers.

A food packaging design cuts through a crowded market when the brand has a personality specific enough to be recognized before the logo is read. AnaZeli Design's identity for Ricey does that by abandoning traditional sushi aesthetics entirely, building something that a younger audience would genuinely want to post before they've even opened the box.

Deep forest green and hot pink do the first pass of communication. The palette is bold enough to stand out on a delivery platform thumbnail and considered enough that the two colors work together rather than fighting, and the kawaii mascot characters, a round sushi roll and a dumpling with their own distinct expressions, carry the emotional range from there.

The packaging travels consistently from a rigid gift box to a transparent takeaway tray to a folded paper bag. Same mascot, same wordmark, same geometric pattern on every format, which means the brand reads the same way whether someone picks it up at the counter or receives it through a car window.

"Rolls That Make You Smile" and "Cute Sushi" confirm the tone in writing, but the visuals said it first. Ricey is designed to be photographed as much as eaten, and the packaging makes that easy without asking the customer to do any work.