Chase Adds Modern Flavor To Morton Salt

Morton Salt debuts a new look on packaging that brings more flavor to its entire line-up of retail products. The design is intended to refresh the iconic brand, while making its products more shop-able in today’s dynamic digital and in-store environment. Morton partnered with creative agency, Chase Design Group, to develop a visual design that showcases brand colors, geometric angles and sans serif type to help make the packaging easier for consumers to navigate on shelf. The system is anchored by the Morton Salt Girl and a quality seal that highlights the company’s origins back to 1848. In addition, the packaging graphics feature more educational content about salt usage and carry a “How 2 Recycle” label for consumer information. The new design stretches across Morton’s entire retail portfolio, spanning both culinary and home care products.


“We successfully combined 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.


To support the rollout of its new packaging look, Morton is launching an integrated marketing campaign which includes in-store, digital and social media activations, as well as PR and influencer programs. In addition, Morton is releasing a new augmented reality experience that can be activated on select culinary salts featuring the new packaging design. The experience will enable consumers to engage with the Morton brand in several fun and educational ways. “As consumers continue to spend more time at home cooking and bring new digital tools and technology into the kitchen, this is the perfect time to deliver an all-new experience with the Morton brand,” says Denise Lauer, Chief Marketing Officer for the client. “Consumers can simply scan the QR code on specially marked Morton culinary products, then choose from various augmented reality experiences, including interactions with our new packaging, recipe content and the Morton Salt Girl.” And in keeping with Morton Salt’s mission to Erase Food Waste, the augmented reality experience will provide recipe inspiration based on  ingredients that consumers already have on hand at home, so they can make the most of mealtime with Morton.