Lange Salt Co. Branding and Package Design

The Challenge:

The client, Dennis and Lydia Lange, came to Creature Theory to help develop the brand for their dream business, crafting a family of pure sea salt products for thoughtful home cooks and professional chefs a like. “We’re really striving to put out the highest quality, hand crafted, culinary product as possible and to educate on the importance of salt and salt intake."

The client pressed on us that they wanted to look premium, but down to earth. Foodie and fresh, but approachable. And that this was personal—they are literally putting their name on it, and making it happen with their own hands.

Execution:

We started with the story. We went through an intensive process of learning from the client, not just about salt, but why it’s so important to them personally, and also desk research ranging from sea salt harvesting to progressive food trends. The purpose of all this was to develop a story-driven brand foundation that could allow us to articulate the details of this remarkably refined, yet simple, product in a way that could be accurate and emotional. Our story would be rooted in Lange Salt Co being about honesty and “the essential.”

Here is an excerpt from our brand story: "Wonder is out there if we look for it. Bits of perfection we claim as our own. Elemental. Essential. The choice is ours. We can accept the ordinary, or we can choose the exceptional."

For the design, what you see is a contemporary take on hard-working nostalgia. For this logo direction we studied a range of Americana logos and lettering from the 1930’s through 1960’s. We looked at agriculture, food brands, storefront signage lettering, canned goods, service station signs, baseball logos and more. Then we set out to sketch lettering with nostalgic attributes, but with the clean lines of something refreshed and refined.

The final package design expression leverages a brilliant and elemental gold foil on a vivid marine blue. This represents the elemental nature of salt, and the pure Atlantic water the salt is harvested from—and it doesn’t hurt that a warm champagne-gold has wonderful contrast with this vidid blue hue.