Taking the ordinary and transform it into an extraordinary piece of packaging. This is what Charlie Nash has done for his conceptual project.

The brief he worked towards was to take a famous brand and redesign it in a way that could “Convey originality, craft and storytelling through simple, bold, warm and engaging design.” The new identity also had to be a category breakthrough, be enduring and memorable.

Charlie chose to rebrand one of Britain’s favourite sea salt, Saxa. An everyday product, usually taken for granted, Saxa is also one of Britain’s’ best-known food brands.

Talking of his approach to the process, the designer comments:” I aimed to explain how salt is made through design. Through research, I found that salt always materialises as a cube and this is what inspired me for both the identity and packaging design.”