Morton Salt, founded in 1848, became a household staple in America, being the country’s salt bae decades before internet memes became a thing. The grey-blue and white cylinders have become nearly synonymous with the seasoning, but they still haven’t managed to make us believe that rain is also salt.

Though instantly recognizable, Morton Salt’s visual identity still needs the occasional refresh to highlight the heritage of the brand. They recently pulled the curtain on their latest redesign, eliciting the services of Chase Design Group to contemporize the salt purveyor’s look, aligning Morton’s packaging with how consumers shop today.