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SHAKING UP THE SALT CATEGORY

Since 1907 Saxa is one of the UK’s better known brands, but innovative newcomers to the market threatened to compromise Saxa’s status. So we took a modern, upbeat and focused approach, leveraging Saxa’s rich heritage by simplifying key brand assets and amplifying the most relevant equities.

our client says…

“We are delighted with the outcome. The rebrand demonstrates flair and credibility, and Saxa can continue to be a proud bearer of salt. This is a fantastic base on which to expand.”

Radka Sovsakova — Premier Foods

We refined the previous brand mark, simplified the holding device and introduced a more contemporary sans serif font for the variant name and descriptor.

Using abstact cues and expressive marks distinguishes each type of salt and bigs-up the flair Saxa brings to cooking. Flowy lines and wave-like swirls take inspiration from the sea, while a coarse, blocky pattern echoes the texture of the natural rocks from which the salt is mined.

With a new found clarity and confidence, Saxa has begun push into new exciting new products and formats. The first of which is a range of premium, flavoured sea salts, bursting with flavour and brought to life with vibrant, natural illustrations.

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