Food · Consumer brand
ICM Rwanda: Lucki Rice
An accessible local food brand, named in 2011 and revamped by the same client fourteen years later.
Named in 2011, revamped in 2025
In 2011, ICM Rwanda asked Deborah to name, create and design the retail experience for Lucki Rice, a prototype planned for 21 stores nationwide. Fourteen years later, the client returned.
As Managing Partner of The Brief, Deborah led the 2025 packaging redesign and full brand revamp, repositioning Lucki Rice as affordable, clean, locally grown whole-grain rice for everyday dignity.
Its 2026 bus campaign takes the brand to where its audience moves: young professionals and families commuting across Kigali and migrating to fast-growing towns. The campaign links product, mobility, retail and rewards into one city-life system within four of its eighteen nationwide shops, turning a staple commodity into a trusted daily choice for low- and middle-income households.
Deborah Kakoma, strategic creative director. Interested in work like this? Work with Deborah.