SunRice Group is marking its 75th anniversary with a brand refresh. The company’s new logo focuses on its core product, rice, which has been central to its operations since 1950, when the business began in the Riverina region of New South Wales. Over the decades, SunRice has grown into an international producer present in more than fifty countries and offering a broad range of products.
The updated SunRice Group mark was developed by the Australian agency Hulsbosch and is based on the form of two rice grains. At the heart of the image is the idea of unity, conveying strong connections among growers, consumers, and communities worldwide. The color palette is built on warm tones, creating a sense of openness and friendliness while maintaining visual continuity and conveying the company’s focus on product quality.
SunRice Group Chief Executive Officer Paul Serra noted that the refreshed style reflects the company’s current stage of development, having evolved from a small rice business in Leeton into a major food corporation. According to him, the new image communicates the scale of the business and its direction for future growth.
Hulsbosch founder Jade Hulsbosch emphasized that the symbol conveys SunRice’s story and the brand’s foundations, rooted in craftsmanship, product care, and connection to the people who have shaped the company over the decades. She said the mark shows the brand’s evolution while preserving respect for its past and established traditions.
In the coming months, the updated visual system will be rolled out across all SunRice Group platforms worldwide. Company leadership expects the new image to express the essence of the brand and help tell the SunRice story more fully, one connected to growth, new approaches, and care for consumers and partners.