Strategic brand design agency Webb deVlam unveils a fresh new brand identity for leading rice company VeeTee, to reposition the range, re-establish its relationship with its target audience of millennials and grow market share.

After 10 years in the precooked sector (and 30 years as the U.K.'s leading independent rice brand), it was decided that VeeTee’s reheatable rice tray concept needed a makeover to make it stand out on shelf and establish itself as a “hero” product for time-poor, health-conscious millennial foodies.