This elaborate packaging for rice underlines the premium product quality. In the style of an ancient Chinese painting, the logo of the Southloam brand features a rice grower, visualising the cultural significance of traditional agriculture. The rice is packed like a gift: the outer packaging consists of a simple wooden box. Upon sliding the lid to the side, the two kraft paper cartons containing the rice can be taken out. Distinctive embossing in the shape of rice grains allows a view of the product and also forms a decorative image of an ear of rice.