New look for the No. 1* in sea salt

AQUASALE is the best-selling sea salt brand in Germany* Following a relaunch, the market leader presents itself in a new look that ensures a clear shelf image and puts the brand in the foreground. Organically shaped color areas in shades ranging from blue-green/petrol to white bring the origin of the product to the packaging in a very reduced visual language: the sea. In the upper area, the gradient from dark to light also creates the stage for the brand name written in capital letters: AQUASALE. The claim “Your pinch of vacation feeling for at home!” was developed to match this, creating a further reference to the origin. After all, AQUASALE sea salt is harvested in the Mediterranean salt marshes; it is therefore a piece of the sunny south and also brings the Mediterranean lifestyle with its lightness and light-heartedness into your own kitchen.

The turtle to the left of the product name acts as an appealing symbol for shoppers – but also symbolizes the diversity of the sea and, in combination with the other animal illustrations, gives the packaging beautiful details.
In addition to the packaging design, the communication appearance was also revised.
In addition to the wave elements, which were derived from the pack design, the use of food photography in the top view as a culinary component is characteristic.
Two motifs – a colorful salad and a salmon and pasta dish – were created by Viscom.

The main aim of the redesign of the brand image was to strengthen the brand and the brand name.
This was taken into account on the one hand with the prominent placement of the logo – but also with the addition of “The No. 1” just below the brand, which once again makes it clear that AQUASALE is Germany’s leading sea salt brand*.

* With a market share of 43.9 %, AQUASALE is the country’s best-selling sea salt brand.
Source: Circana, LEH Total ≥ 200 m² + DM + C&C + A/L/N, AQUASALE sales share in % of the sea salt market, 2023.