SunRice Group marks 75th anniversary with new corporate brand identity via Hulsbosch
Independent, international award-winning, brand and design agency Hulsbosch has delivered a refreshed brand identity for SunRice Group, marking an important milestone in the company’s 75-year journey and reinforcing its long-standing commitment to regional communities, growers and the Australian rice industry.
Founded in the NSW Riverina in 1950, SunRice has grown from a single rice mill in Leeton into a diversified global food group operating in more than 50 countries. With expansion into new markets, categories and capabilities, the company has evolved far beyond its origins — yet its identity remains deeply connected to the people, regions and natural environments that have shaped it.
SunRice Group CEO Paul Serra said the rebrand reflects who the company is today, and the ambition it holds for the decades ahead: “Today marks an important moment for the SunRice Group. As we celebrate our 75th anniversary, I’m proud to unveil our refreshed corporate brand — one that reflects who we are today, and the ambition we have for the future.
“Over the years, our business has expanded well beyond where we began. We now operate in new markets, new categories and with new capabilities across the globe. And with that growth, it became clear our corporate brand needed to evolve — to represent the entire SunRice Group and the broad family of businesses that sit within it, not just our well-known consumer brand.”
Says Hulsbosch Director, Jaid Hulsbosch: “The new SunRice Group logo places rice — the foundation of its business for three quarters of a century — at the centre of the identity. Inspired by two abstract rice grains, the symbol represents connection: between people, growers, customers and communities around the world. It reflects the care, craftsmanship and resilience that have defined the company’s history, balanced with the strength and confidence of a modern global brand.”
The corporate rebrand introduces a modern visual system that will be implemented across the SunRice Group’s global operations over the coming months. While the look and feel has been refreshed, the company’s purpose remains unchanged: bringing people together through quality food, grown and crafted with care.
Says Serra: “This rebrand is about setting the business up for the next chapter – one grounded in our heritage, powered by innovation and deeply connected to the regions that have always been the foundation of our success. It gives us a clearer and more consistent way to tell our story — a story of growth, innovation and long-term resilience.
“Thank you to everyone at Hulsbosch. Our new brand identity perfectly encapsulates who we are and where we want to go. I’m incredibly proud of what we’ve built together — and excited to see our new brand come to life across the SunRice Group as we step into our next chapter.”
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