We are pleased to share packaging illustrations by artist Webb Creative for Oriente, a premium rice brand out of Portugal.

Webb Creative was brought on by Firecactus Creative Director John-Paul Hunter who led the brand’s redesign. Inside the V-shaped illustration, which is actually two grains of rice coming together, are Webb’s illustrations. Each rice variant has a different scene, depicting the fifth-generation owners and moments from the business’s history.

As Hunter shared with Design Week: “That illustration needed to work hard, we wanted people to see something different every time.” A further dive into the meaning of each illustration can be found on the back of the pack.

You can check out details of the redesign and more of Webb Creative’s work here.