Branding / Visual Identity / Packaging
Salt, a precious commodity in ancient times, has often been ascribed magical or cleansing properties. Granō Salis is a self-initialised project with the purpose of incorporating these aspects of history into a modern brand design.
Salt was once considered the single most valuable ingredient on Earth, said to have magical, cleansing properties, and was used in ceremonies to ward off Evil. Today, it is probably the most important ingredient for cooking and can be found in every kitchen around the globe. We do not pay it much mind anymore, its value and “magic” is lost. With Grano Salis, I attempted to reinvigorate salt, showcasing it as a precious material that adds a little something extra to your dish – a magical crystal you can use to enhance other flavours and refine your creation.
The idea of salt as a magic crystal has stuck with me for a while now, so I started photographing and tracing grains of salt. Complimented by a hand in different gestures as a way to interact with crystal, the composition became a set of icons that serves as a dynamic brandmark and style element. For the logo typography itself, I opted for the font Linotype Brewery Medium and modified it by removing the serifs. This way, it enhances the brandmark by utilising clean shapes while simultaneously adding a dynamic quality to the design though contrasting strokes.
The chosen colours aim to represent the two main natural sources of salt: The blue serves as a representation of the ocean while the soft salmon-pink is reminiscent of salt derived from the Himalayan Mountains and embodies Earth.
For the packaging itself, I decided to go with a rather minimalistic approach to highlight the purity of the product. The resulting design impresses with clean, clear linework reduced down to the bare essential elements.