Although rice is still a staple in Hong Kong, the consumption of rice per capita has stalled for many years. The rice exhibition offered an overview of different facets of rice, including a brief cultural history of rice cultivation and consumption in Hong Kong, trade policy, as well as the wholesale, retail, and dining industries that import, process, handle, sell, and cook rice everyday. The centre of this exhibition’s branding campaign is a logo. It features a stylized Chinese character for “rice.” Each stroke of the character looks like a long grain rice. Each grain of rice is plump and translucent, so for rice connoisseurs, it is a telltale sign of quality. Based on the logo, a 3D model of the stylized Chinese character was created for the exhibition. These grain-like strokes of different lengths make up other characters, which are featured on posters and stickers, illustrate how rice is more than just a foodstuff, but also serves as an important figure in language, literature, and culture. Other collaterals, including pins and tote bags, proudly display the exhibition’s logo and generate fresh excitement around this everyday staple. A set of recycled clear plastic bags in the style of packaged rice sold in grocery stores also helps promote this exhibition.