Startup condiment and seasoning company, Salty’s, was seeking to create a custom brand that captured customers attention. We developed a brand that would stand out at their first sales location, the ballpark, but also be able to fit right in on a grocery store shelf.
A uniform pattern and emblem created cohesion across seven different flavors with the potential to add more flavor SKUs simply. The format also designed to be able to scale down to smaller packaging formats such as sauce and seasoning bottles.
Salty’s chose gallon containers to best serve the high volumes of condiments that were expected to be served alongside fries and dogs. I created a label that was bold but not busy and would look good placed next to the leading condiment brands.
In developing the brand identity, I sought to evoke feelings of nostalgia. I was inspired by vintage sports branding, classic deli, and fast casual aesthetics.
I pulled together colors that were warm, vibrant, and vintage feeling.
The colors were then further refined by the flavors: Wasabi, Curry, Honey Mustard, Garlic, Chipotle Chiles, Fresh Mint, and Sriracha.
I presented the client with a selection of logos that I felt best captured the nostalgic, familiar feelings I was aiming for with the design.