A rebrand project focused on packaging elements for San Francisco Salt Co. San Francisco Salt Co. sources its products from locations all over the world and emphasizes these international origins and the high-quality methods used in harvesting. The current branding fails to communicate these ideas in a graphically sound way and was due for a refresh.

To visually represent the global nature of the products, I drew inspiration from typography found on hulls of cargo ships. The grid pattern of the San Francisco peninsula honors the company's namesake as well as abstracts the angular, crystalline nature of the salt itself. The diamond used as the period in the logotype graphically represents the geometry of a salt crystal and also informs the shape of the packaging. Typographically, I chose typefaces that were angular and set well when juxtaposed with the grid pattern I created.

This project received praise from my professors for its originality and execution as well the thinking that underpinned the graphic elements.