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Dorset Sea Salt

Cooking just got tastier...

Using hand harvested water from one of the cleanest coasts you’ll find, Jethro sustainably and ethically produces salt crystals packed with provenance and flavour. He wanted to take Dorset Sea Salt to the next level with a brand refresh and repositioning. Although Dorset Sea Salt is a premium product that can easily compete with the likes of Maldon and Cornish Sea Salt, these brands were already occupying the regional provenance space in consumers’ minds. We knew we had to change the strategy to elevate the brand above its competitors. As a passionate foodie, Jethro had developed a range of twelve flavoured salts, with the help of professional chef friends and local food heroes. Unique flavours such as Beetroot and Apple and Fennel and Tomato pair beautifully with specific ingredients and bring life to everyday dishes. This is more than just seasoning. It is a new way to cook. Rooted in this truth, we created a brand positioning and story for Dorset Sea Salt, focusing on bringing flair and flavour to cooking. We created a more ownable and contemporary brand design. The concept originates from the shards of salt formed during the drying process. We also designed a ‘flavour wheel’ to demonstrate flavour pairings.

The brand strategy and luxury design are a bold step forward for Jethro, allowing him to target both trade and consumer audiences. His products are now sold in many gourmet and artisan retailers and delis.


Branding / Strategy / Brand Identity / Packaging Design / Food Branding

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