AQUASALE is Germany’s best-selling sea salt brand.* Following a relaunch, the market leader is presenting itself with a new brand identity that creates a clear shelf presence and puts the brand front and center. Organically shaped color blocks ranging from shades of blue-green and teal to white incorporate the product’s origin—the sea—into the packaging design using a minimalist visual language. In the upper section, the gradient from dark to light also sets the stage for the brand name written in all caps: AQUASALE. To complement this, the tagline “Your pinch of vacation feeling for at home!” was developed, which establishes another connection to the product’s origin. After all, AQUASALE sea salt is harvested in Mediterranean salt pans; it’s a piece of the sunny South and brings the Mediterranean lifestyle—with its lightness and carefree spirit—right 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.
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