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The designer of the new Kallo Rice Cakes packaging explains that the old brand identity didn't appropriately celebrate the value of its high quality contents. Perry Haydn Taylor thus strove to improve the look of the snacks with the suggestions of the people who love them.

Catering to a consumer base of intelligent, health-conscious people, the new image is fresh and bright and expertly illustrated with adorable scenes. The drawings at least subtly reference the ingredient from which each variety gets its flavor, including a picture of the sea for the salted kind and purple fruits to represent blueberry. Kallo Rice Cakes packaging is brightly colored, though rather earthier in scheme for the original sorts. It's as easy to love the branding as it is to love the product.