Pearlfisher has created the new brand identity and packaging for iconic UK salt brand—Maldon Salt. Based in Essex, UK, the Maldon Crystal Salt Company is a family business run by the fourth generation of the Osborne family. The salt is still hand harvested using traditional and natural methods which gives it its famous superior quality, loved and recommended by an impressive number of celebrity chefs the world over.

The new brand identity for Maldon celebrates the natural elements of Maldon salt, celebrating its flavor and long-standing commitment to making only the best quality products. The design is simple but strong so that it can embrace Maldon’s other products—Maldon Smoked sea salt and Maldon organic black pepper.

Natalie Chung, Pearlfisher Creative Director, says, «We moved away from the generic world of salt on salad to create an iconic, proud marque inspired by Maldon’s unique texture and shape. The packaging celebrates the depth and quality of the product with confidence and character allowing us to tell the story of Maldon from its heritage to its modern relevance in a way that was tasty, bold and natural—just like the salt.”

The new strapline captures the huge potential of this simple but prestigious product—Seasoning with substance – Loved by chefs the world over The new design has launched in the UK and will be rolling out across Europe and the rest of the world from July 2011.