The Tote typeface was given visual weight in order to push this very image, without taking focus off the product. Being an economic category product, the client printing budgets were considered to design the brand identity strategically with 2 colours.
As the essence of every kitchen, salt has a low barrier of entry into the localised market. As such, a regional and economical brand like Tote requires an apt branding strategy that pushes authenticity and accessibility in its design. We worked towards giving the brand a functionable appeal, a personality fitting for its market segment could then be constructed.