Before & After: Morton Salt Branding

Published

February 26, 2014

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Addison and Pause for Thought refresh one of America’s most well loved brands: Morton Salt. Addison developed the masterbrand positioning and 100 anniversary branding. Pause for Thought designed the new logo and soon to launch packaging.

The company is launching a year-long campaign in honor of the Morton Salt Girl, who marks her 100th year as the face of the brand in 2014. Morton Salt is also refreshing its brand this year by updating its logo and introducing a new packaging design system.

The Morton Salt Girl has been a staple in hearts and homes all across America for 100 years, and she’s still the one that people trust to be part of their life experiences. That’s because she is more than just a symbol of our brand. She’s an American way of life.

Andrew Gibbs

Andrew Gibbs has been called an “innovator in the world of design” as the founder, CEO, and Editor-in-Chief of Dieline, founded in 2007. Andrew started Dieline Awards in 2009 to formally recognize the world’s best consumer product packaging design. The awards competition was recognized as a “global phenomenon” in its first year. In 2010, he founded Dieline Conference, an annual conference for creative professionals in the packaging design and branding industry. He now serves as Creative Director and Programming Partner for HOW Design Live, one of the largest annual gatherings of creatives in the world. In 2014, he became a faculty member at ArtCenter College of Design in Pasadena, CA teaching Packaging Design. Andrew was previously named the Editor-in-Chief of HOW Design Magazine in 2015, making him the youngest editor of a design magazine ever. In 2018, Andrew became a Climate Reality Leader after training under Al Gore at the 2018 Climate Reality Corps. He joined A Plastic Planet, a U.K. based non-profit that is dedicated to dramatically reducing the amount of single use plastic used in the packaging industry. Andrew speaks and consults worldwide on the topics of packaging design and sustainable packaging.