Morton

This project reimagines what Morton Salt could be if they shifted the brand to target a new, younger audience that appeals to the working middle class. These first-time cooks and seasoned chefs cook on a regular basis and are always looking for new ways to give their dishes new flavor. The bold identity pays homage to Morton’s history while simplifying their name to Morton. The package design is minimal and modern and appeals to a new generation of home cooks.  

Mentors:
Jennifer Cole Phillips