Pinch is No Ordinary Sea Salt

by Casha Doemland on 04/18/2019 | 2 Minute Read

With vibrant pops of orange and teal, Pinch hands down delivers the most colorful box of sea salt we've ever seen. We'd be proud to display this product in our kitchens for all to see.

Editorial photograph

"Pinch is a uniquely Australian sea salt that is made from seawater off the Great Barrier Reef. Sold at major Australian airports and targeting tourists from all over the world who visit Australia, this packaging is designed to be a special souvenir/gift as this is no ordinary salt."

Editorial photograph
Editorial photograph

"The Great Barrier Reef is referenced in the design through simple patterns and imagery to create a clean and eye-catching aesthetic. Fresh colours of red-orange, teal and light blue work in harmony to represent the tropical climate of northeastern Australia. The circle on the slip alludes to the sunset over the reef, with the bottom half of the circle die-cut to reveal the texture of coral underneath the sea."

Editorial photograph

Once the slip is taken off, the slogan of the brand “A little pinch goes a long way” is unveiled intertwined with the textural pattern of coral. In order to make the opening of the packaging a more tactile experience, I have chosen to use a high build UV spot varnish for the pattern so that the user can actually feel the indentations of the coral (almost like they are holding a piece of Australia).

Editorial photograph

Inside the box, you also find a small pamphlet with simple infographics to explain how to enjoy Pinch sea salt in your meals, as it is very much a specialty salt that is best enjoyed as a last touch. The reverse side outlines the process of making the sea salt through solar evaporation so that consumers can be sure that the salt is 100% natural and organic.

Editorial photograph

  • Designer: Erica Lee
  • Printer: Classic Colour Copying
  • Copywriter: Renato Gallina (RMIT University)

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