Side Gig is a new brand created by Anthony Giglio longtime Food & Wine Magazine writer, educator, and wine and spirit authority. Giglio asked us to develop the brand identity, packaging, and website for the first product that Side Gig would bring to market: SuperSalt — an organic, blended seasoning salt of Giglio’s design.
The packaging design and logotype are both strong and unconventional, paving the way for an overall identity system that is graphic and eye-catching. This design approach allows SuperSalt to stand out on its own as well as next to similar products. The packaging elements – jar, tape, tissue, recipe cards, box – are a self-confident representation of the bold and nuanced product itself.
The product was officially launched in July 2020 receiving the first production run from Italy. It is now sold via many Whole Foods stores, specialty shops and direct-to-consumer sales.