Morton Salt recently unveiled its first major packaging redesign in more than a decade. The new packaging for Coarse Kosher, Coarse Sea Salt, and Fine Sea Salt gives the brand a fresh, premium look to attract consumers and fuel the growth of specialty salts among home cooks.
Berlin Packaging’s Studio One Eleven was tasked with revamping the iconic blue fiber-wound package that’s been a ubiquitous fixture in almost every American household for more than 70 years. The new package needed to be cost-competitive with a legacy container that had been value-engineered for decades, slip seamlessly into Morton’s filling lines and, most importantly, enhance the brand equity Morton has been tirelessly building for more than 170 years.
Working hand in hand with the Morton product team, Studio One Eleven delivered a modern package that includes refreshed graphics for a bold, premium look that stays true to the Morton iconic brand colors. The idea was to stand out on grocery store shelves to break the routine of consumers shopping on auto-pilot and make them more conscious of the salts they were buying.
The redesign also emphasizes functionality, incorporating an ergonomic shape for one-handed use and a lid that opens with the flick of a finger. Additionally, the see-through window allows home cooks to tell how much remains in the bottle.
Studio One Eleven was also challenged with making the package more sustainable for today’s eco-conscious consumer. Except for a removable shrink-wrap label, the bottle is 100% recyclable.
Says Morton Salt Director of Consumer Products Brian Bissell, “Studio One Eleven successfully took our concept from design through manufacturing, while leveraging several strategic partnerships. The new, sleek, and modern packaging update delivers on the needs of home chefs, including the ergonomic shape, flip-top lid and see-through window to easily see the grain size and know when you’re running low.”
In April 2019, only a month after its launch, the National Association of Container Distributors awarded the new Morton bottle design with the prestigious Gold Innovation Award.
