PLAYFULNESS AND CURIOSITY BEHIND COOKING.
BRAND IDENTITY, PACKAGING, ILLUSTRATION
Pass The Salt is a fun business that capitalizes on human curiosity to learn about new recipes. When subscribing to Pass The Salt, you get a box each week with new recipes and all the necessary ingredients to create them, learning something new with each box.
PASS THE SALT WANTED A PLAYFUL, MINIMAL AND ENGAGING IDENTITY THAT WOULD HELP MAKE THE EXPERIENCE FUN AND MEMORABLE.
CONCEPTUALIZATION, GRAPHIC DESIGN, ILLUSTRATION
To create a fun but minimal brand we decided to develop a main character that would be linked to the whole experience. Basing the illustration on the concept of curiosity, we designed a character to represent the curious child we all have in us. A kid that’s hungry for new experiences, for having fun, and that we need to keep feeding in order to make him thrive.
Continuing with the idea of having an illustration as the main brand identity element, we also created custom letters that could be placed with the selected typography. The result was a dynamic, minimal, fun, engaging and modern brand.