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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


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