Our brief from Kettle Foods was to re-design their existing Sea Salt with a Hint of SKUs in order to create a more distinctive personality. The core communication centres around taste and appetite appeal, the challenge with this range was how we could express the subtle ‘hint of’ seasonings in a simple and natural way without being recessive.

The core communication centres around taste and appetite appeal, the challenge with this range was how we could express the subtle ‘hint of’ seasonings in a simple and natural way without being recessive.

Our solution was to incorporate informal typography and illustrations of the relevant ingredients in the centre of the pack, reflecting an elegant country kitchen look and feel which would resonate with the key target consumers.

The new design gives the range a more distinctive identity without stretching too far from the Core range.

Kettle Sea Salt with a Hint of SKUs launched in 2014 attracting preferers of Lightly Salted that are looking for something a little bit different to add to their repertoire, without wanting a bold flavour hit.