As home chefs have embraced haute cuisine, the gourmet salt category has grown increasingly crowded. Hundreds of flavors are available to foodies, and as Saltworks had added new flavors and packaging types the brand identity became increasingly fractured. Each package type and each flavor had a different color palette, making quick recognition on the shelf difficult. The salt names had also become the primary brand name so any brand affinity to Artisan Salt Company was being lost.
The new package design was inspired by aspirational foods and drinks that appeal to connoisseurs -liquor stamps, whisky packaging, cigar boxes with intricate engravings, foil detail, and illustration. The new package design also included a revision to the hierarchy of the brand. The new packaging features an original logo mark for Artisan Salt Company, and custom illustrations to reflect the ocean and mountain origins of the salts. Foil details in silver and copper add to the premium quality of the packaging. Tamper strips are printed on metallic papers and the illustrations are enhanced with embossing.
