brand identity

When creating the brand identity for Salty's, I aimed to evoke a sense of nostalgia by drawing inspiration from vintage sports branding, classic deli, and fast casual aesthetics. I carefully curated a color palette that exuded warmth, vibrancy, and a vintage feel. The colors were then further refined to complement the flavors of Wasabi, Curry, Honey Mustard, Garlic, Chipotle Chiles, Fresh Mint, and Sriracha. I presented the client with a range of logos that I believed best embodied the nostalgic and familiar emotions that I aimed to convey through the design.

Packaging design

I developed a cohesive pattern and emblem that unified the branding across seven different flavors, with the flexibility to easily add more flavor SKUs in the future. The design format was also engineered to be easily adaptable to smaller packaging formats such as sauce bottles and seasoning containers, allowing for scalability in the future.

As Salty’s planned to launch their product as baseball parks, they selected the use of gallon containers to efficiently accommodate the high volume of condiments that would be served with fries and hot dogs. I designed a label that was striking yet uncluttered, to ensure that it would stand out alongside leading condiment brands.

nutrition & allergen compliance

Leveraging my extensive expertise in food labeling, I not only designed attractive packaging for Salty's, but also served as a trusted advisor to the company on all matters related to food labeling laws and compliance. I meticulously ensured that the nutritional labels adhered to the FDA's 2016 regulations. I meticulously reviewed Salty's recipes and accurately represented all ingredients and potential allergens, placing the health and safety of customers at the forefront. This ensured that Salty's was fully compliant with all relevant food labeling laws and shielded the company from potential health code violations or lawsuits.