Tata Salt

India’s original branded salt as well as its market leader, Tata Salt was re-inventing itself to take on the surge of new players in the branded-salt segment. New communication campaigns talked about its purity, a core property of the brand and consumer feedback suggested that the time was right for the brand to get itself a new look.

We were researching the emotional connotations of salt when we stumbled on a mother’s comment, “Salt is like my little girl at home. She adds life to my home and family.” And voila, there was our design lead! Moving the brand from a purely purity of salt proposition to personifying the central role it played in the home space. Its key role in ensuring the family’s health and therefore adding vitality.

The little girl made her debut on the pack swirling with energy and life, inspiring consumers to ‘add life, add health’ and reinforcing the health benefit of salt. Familiar design elements were sharpened and evolved. Firstly, to serve as a reminder to faithful consumers of the values they entrusted the brand with – potent, clean, untouched by human hands and hygienic; secondly, to emphasize the joy of cooking and how salt zinged up the results with its final touch. The brown swirl and the freshly cut vegetables evoked the ritual of cooking and sharpened edges referred to the potency of the salt.A transparent, see-through packaging brought out the purity of the product.

The new brand identity has since been used launch a Lite salt variant. Used across sign boards and all other visibility elements it continues to create impactful identification.