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Morton Salt Modernizes, but Keeps Iconic Assets

Bold and contemporary graphic redesign of Morton Salt’s entire portfolio of retail products refreshes iconic brand and reinforces its heritage of quality and trust, while select packages help consumers connect through AR.

Morton Salt Case Study Kv 03

Morton Salt, one of America’s favorite and most enduring brands, has debuted a fresh new look for its packaging to bring more flavor to its entire lineup of retail products. The eye-catchingly bold and contemporary design refreshes the iconic brand that consumers have known and loved for generations, while making Morton’s products more shoppable in today’s dynamic digital and in-store environment.

“Morton Salt has been part of hearts and homes all across America for more than a century,” says Denise Lauer, Chief Marketing Officer, Morton Salt, Inc. “As we continue to expand our brand and product portfolio, it is imperative to evolve our packaging for the future with more modern cues and a design system that helps consumers understand the variety, benefits, and versatility we have to offer across our culinary and home care categories.”

For the project, Morton partnered with creative agency, Chase Design Group, which developed a premium visual design that showcases brand colors, striking geometric angles, and sans serif type to help make the packaging easier for consumers to navigate on shelf. The design system is anchored by the beloved Morton Salt Girl and a quality seal that highlights the company’s origins, which date back to 1848. In addition, Morton’s new packaging graphics feature more educational content about salt usage and carry the How2Recycle label to help consumers properly recycle the packaging.

See: The Power of Iconic Package Design

Says Clark Goolsby, Chief Creative Officer, Chase Design Group, New York, “We successfully combined Morton’s iconic brand assets with clean typography and bold graphic shapes to create a design system that celebrates Morton’s rich history while feeling relevant to today’s consumers.”

The contemporized new design stretches across Morton’s entire retail portfolio, spanning both culinary and home care products, including Morton Kosher Salt, Sea Salt, and Himalayan Pink Salt, Morton Water Softener Salt, Pool Salt, and Ice Melt products, and more.

Morton Salt Case Study Kv Before&after 3

According to Goolsby, for Morton’s comprehensive line of culinary salts, it was important to create a design system that would clearly communicate the differences between product offerings. “This was achieved with a mix of interchangeable elements, including transparent windows, usage occasion photography, color coding, iconography, and typography,” he says. For its home care line, the Morton brand was given greater prominence, while design elements were simplified across the full range of packaging structures.

AR adds consumer convenience

To support the rollout of its new packaging look, Morton will launch an integrated marketing campaign that includes in-store, digital, and social media activations, as well as public relations and influencer programs. In addition, Morton is releasing a new augmented reality experience that can be activated on select culinary salts featuring the new packaging design. The experience will enable consumers to engage with the Morton brand in several fun and educational ways, the company says.

“As consumers continue to spend more time at home cooking and bring new digital tools and technology into the kitchen, this is the perfect time to deliver an all-new experience with the Morton brand,” says Lauer. “Consumers can simply scan the QR code on specially marked Morton culinary products, then choose from various augmented reality experiences, including interactions with our new packaging, recipe content, and the Morton Salt Girl.”

And in keeping with Morton Salt’s mission to Erase Food Waste, the AR experience will provide recipe inspiration based on ingredients that consumers already have on hand at home, so they can make the most of mealtime with Morton.

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“We’re taking a bold step into the future to enhance the experience for millions of consumers who turn to Morton Salt to flavor food, improve water quality, and make life better. Rooted in extensive research and insights, we believe our new packaging design better reflects the needs of today’s consumers, while reinforcing our brand strength and heritage across the full portfolio of Morton products.”

Morton is rolling out its new packaging design at retailers across the country. Consumers can find the new look on home care products in-store and online now. Morton’s updated culinary products will continue to roll out through the end of the year.

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