Safari Sundays has rebranded Amagansett Sea Salt, including brand story, messaging, logo design, packaging design, and new product formulation.
As the salt of choice for Eleven Madison Park, Amagansett Sea Salt is no ordinary salt; hand harvested and sun-dried in small batches, it is the direct result of one man’s commitment to harnessing nature at her best. It deserved an identity to match its brilliance.
‘The beauty of Amagansett Sea Salt is not its traditional process’ says Chief Strategy Officer, Georgia Levison, ‘but rather, the brand’s deep respect for the sea and the wonder of transformation, from the raw, pounding ocean to truly refined seasoning’.
‘Spending a day harvesting the salt ourselves gave us unique insight into the visceral nature of the process,’ adds Senior designer Priscila Grassi ‘being out there in the sun, the wind and the ocean inspired us to create a bold, elemental design that takes you right to the heart of it’.
Safari Sundays abandoned more familiar codes of craft for a modern, fresh design language that could tell the story with maximum distinction. As Creative Director, Adam Walko, explains ‘The logo was given a renewed authority and the pack became focused around a raw yet sophisticated expression of water transforming into salt – a visual tool that could be adapted to tell other parts of the story as needed’.
