London-based agency Pemberton & Whitefoord (P&W) were commissioned to design the collection of Finest* Sea Salts, which are placed within the grocery category. The agency was tasked with ensuring the brand’s premium positioning and its credibility for excellent foods and ingredients was faithfully represented.
The range has to exude quality, to encourage consumers to pay a higher price point, requiring meticulous attention to detail. Authenticity and provenance were paramount and the design needed to reflect this.
The packaging finishes clearly aligned with the range’s premium positioning through utilization of frosted glass jars, quality textured paper for the labels, soft-finish matt lids and silver embossing for the Finest* logo. A key component of the labels are the beautiful, bespoke woodcut illustrations commissioned for the project.
The hallmark P&W designed ‘Harvested in Anglesey by Hand’, present on each jar, calls attention to the salt’s origin. The assortment comprises of the following varieties: Pure Anglesey Sea Salt, Rosemary Sea Salt, Chipotle Chilli Sea Salt and Applewood Smoked Sea Salt.