DATE
2024 FALL
FOCUS
Package Design,Graphic Design,Illustration
The rebranding of Morton Salt builds on its legacy while breaking conventional norms—proving that even tradition can dare to do its own thing.
What is Morton salt？
Morton Salt is an American salt company founded in 1848, headquartered in Chicago, offering products like table salt, industrial salt, and road de-icing salt. Its iconic ’’Morton Salt Girl‘‘ has been a brand symbol since 1921, representing the company’s reliability.
Current Logo
Logo Exploration
“Morton salt girl has been holding an umbrella on rainy days for nearly a hundred years“
MY APPROACH
In today‘s fast-paced world, more young people are exploring the joys of home cooking. Morton Salt, with its iconic yellow-dress girl logo, feels outdated to many. The aim is to revitalize the brand, refresh the girl‘s image and emphasize love,experience through cooking, fostering connections and sharing stories across generations, bringing warmth and joy to family.
Key Attributes
Story
Current
Immersive
Youthful
Shareable
Cyclical
The Audience
Young people aged 18 to 35 who are passionate about cooking, healthy eating.
Especially People who are willing to connect with family and friends, exchanging warm stories and experiences through the process of sharing meals together. This group values high-quality ingredients and seasonings to enhance their dishes. My design will highlight Morton Salt’s versatility and premium quality, using modern and creative visuals to appeal to this audience and make their cooking experience more enjoyable and rewarding.
The Logo
In redesigning the Morton Salt logo, I used rounded corners and soft line variations to create a warm, approachable feel.
The gentle curves and flow convey a sense of storytelling, inviting the viewer into a narrative that feels personal and engaging. This approach modernizes the brand while maintaining the trusted, friendly essence Morton Salt is known for.
She has been the image of holding an umbrella for over 100 years
BUT
“Morton Salt Girl is not just a symbol of holding an umbrella in the rain for centuries; she can also break boundaries and do anything she desires, showcasing courage and limitless possibilities.”
”She can also bask in the sun by the sea, savoring the warmth and light.“
”She can also enjoy a peaceful moment in the countryside, feeding the chickens.“
”She can sit gracefully to the side, lost in the pages of a book.“
”She can also sit elegantly in the kitchen, waiting as the meal is lovingly prepared.“
”She can also go out to meet friends and enjoy the moment.“
Refill
This product is mainly a refill for the Salt bottle, offering a convenient way to replenish the original salt container.
It provides an affordable way for users to refill their salt shaker while keeping the convenience and brand recognition.
Chicken Bouillon
Chicken bouillon is a condensed or dehydrated chicken broth or stock. It is typically found in cubes but is also available in other forms such as a paste, granular, powder or liquid.
Since this product belongs to a different category than the salt, I used a navy blue bottle and a white label to visually distinguish it from the regular salt packaging.
