{"id":13355,"date":"2021-08-16T15:38:15","date_gmt":"2021-08-16T13:38:15","guid":{"rendered":"https:\/\/cba-design.com\/france\/?post_type=projets&p=13355"},"modified":"2022-12-01T15:46:59","modified_gmt":"2022-12-01T14:46:59","slug":"meracinque-the-wonder-rice","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/france\/en\/projects\/meracinque-the-wonder-rice\/","title":{"rendered":"Meracinque, the wonder rice"},"content":{"rendered":"\t\t
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\/ background<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Meracinque : a unique grain of rice<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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The Meracinque<\/a> project was started a few years ago by Silvia, Benedetta, Vittoria, Anna and Margherita:\u00a0five sisters<\/strong>\u00a0who, driven by a shared passion, decided to change their career paths after many years and work together to realise their dream of making the very best Carnaroli rice.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Until a few months ago, Meracinque rice was only distributed on the Horeca market, where it was a great success with Italy\u2019s most renowned chefs. Why not expand so that consumers could enjoy these unique grains? And so CBA Italy<\/a> met first with Silvia and then with the other sisters.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\/ TRUE VISION<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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To meet the five sisters expectations, the challenge face by CBA was to design a new identity that would convey the high quality of the product with an emotive and rational consumer-driven approach.<\/strong><\/p>

Together, we outlined a concept that would communicate both the brand characteristics and the qualities of Meracinque rice and then translated this into a new pack, where the five sisters tell their story and describe the product.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\/ CREATIVE EXPRESSION<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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5 sisters, 5 characteristics, a wonderful story<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Let\u2019s start by taking a step back and looking at the name Meracinque.
Mera is short for\u00a0meraviglia<\/em>, which translates as\u00a0wonder<\/em>\u00a0and has always been a pet name for the five sisters.\u00a0Cinque<\/em>\u00a0is the number five in Italian and this functioned as the underlying theme around which we developed the design and storytelling.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Meracinque 100% Carnaroli isn\u2019t like other rice: it\u2019s the wonder rice.
It is\u00a0the only rice to be cultivated using the Micro Natural\u00ae method<\/strong>\u00a0(a patented technique of Japanese origin) which, thanks to the use of various agriculture 4.0 technologies, allows the health of the plant to be preserved while conserving the rice field itself. After a year-long production process, the result is a very high-quality rice that stays firm when cooked, a very popular quality.<\/p>

The greatest challenge was to identify the right way to express\u00a0the unique nature of the product<\/strong>. How to balance the technical production information with the more intimate sphere and the bond between the five sisters?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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