As a brand, Morton is often perceived as an iconic, yet nostalgic. They came to us to help push the brand packaging forward into a more contemporary space as they expand their portfolio and create innovative products to establish them as leaders in their category. We were tasked to create a flexible architecture system that would support their entire portfolio, not just culinary salts, that would help lay the groundwork for innovation and modernity.
Over the years, the Morton brand has locked themselves into a “one size fits all” treatment of their brand across their wide ranging portfolio. This rigid system married with dated graphics compromised their core brand assets leaving them in need of a refresh.
Through territory testing and consumer insights we learned that consumers know and deeply love the Morton salt girl. However, as long as the Morton equity elements were clearly shown on pack, we had the flexibility and opportunity to shed the outdated design language and infuse modernity into the portfolio. The new design showcases a bold, striking and modern approach. Morton’s redesigned packaging showcases a flexible architecture that’s easily shoppable. The strong geometric lines and modern sans serif type bring Morton to the 21st century and beyond.
Morton Salt has modernizing the package design across its entire line of retail products with a bold new style to make them even more shoppable across the evolving digital and in-store environments and inspire consumers to proudly display iconic Morton products at home. Morton partnered with creative agency, Chase Design Group, to develop the premium design, which makes bold use of brand colors, striking geometric angles, and sans serif type to help make the packaging easier to navigate on the shelf.
A brand-new quality seal was developed to highlight the company’s origins, which date back to 1848, and it’s featured prominently on the package along with the beloved Morton Salt Girl. Morton’s new packaging also features more educational content about salt usage and carries the “How 2 Recycle” label to help consumers properly recycle its packaging.
The new design stretches across the entire retail portfolio, spanning both culinary products—such as Morton® Kosher Salt, Sea Salt and Pink Himalayan Salts—and Morton’s home care products, which include Morton® Water Softener Salt, Morton® Pool Salt, Morton® Ice Melt products, and more.
“We successfully married 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,” said Clark Goolsby, Chief Creative Officer, Chase Design Group, New York. 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, serving suggestion photography, color coding, iconography, and typography,” Goolsby adds. For its home care line, the Morton brand was given greater prominence while design elements were simplified across its full range of packaging structures.
Client reaction: “Morton Salt has been a part of hearts and homes all across America for more than a century,” said Denise Lauer, Chief Marketing Officer, Morton Salt, Inc. “Today, we’re taking a step into the future to improve the product experience for the millions of consumers who turn to Morton Salt to flavor food, improve water quality, and make life better. We are excited to bring to market an all-new packaging line-up rooted in deep consumer insights that better reflects the needs of today’s consumers, while reinforcing our brand strength and heritage across the full portfolio of Morton products.”