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Morton Salt Targets Millennials with Packaging Redesign

New packaging design modernizes Morton Salt’s culinary and home-care products, including augmented reality codes for select products.

Morton Salt is using packaging design to refresh its home-maintenance and food packaging and make it easier for consumers to shop for Morton products. The new package graphics feature bold angles and salt-related educational content, together with the brand’s familiar colors and the Morton Salt Girl.

Morton worked with Chase Design Group on the redesign, which includes the How2Recycle label and a quality seal that displays the brand’s founding year of 1848. The new packaging graphics honor Morton Salt’s history while modernizing the brand and engaging with Millennial consumers.

The entire Morton product line is currently rolling out in the new packaging. Products in the culinary category include Morton Kosher Salt, Sea Salt, and Himalayan Pink Salt. The home-care products include Morton Clean Protect Water Softener Pellets, Professional’s Choice Pool Salt, and Action Melt Ice Melt salts.

Starting in December 2020, the packaging for select Morton culinary products will also include a quick response (QR) code that activates fun and educational augmented reality (AR) experiences. Scanning the QR code enables consumers to interact with the new packaging, the Morton Salt Girl, and recipes.