To redesign packaging for the leading supplier in the German sea salt market with the objective to create a very likable, distinctive “sea” design with high recognition potential – which works effectively on the most varied packaging units. Communication of the packaging relaunch in an integrated launch campaign.


A fish and shell design was developed in view of creating positive associations with the themes of world, sea and the sunny south as well as
high-level recognition. The basic blue colour used in the design strengthens this impression while symbolising the purity and freshness of Aquasale Sea Salt. The new design was selected based on an online survey done among heads of households between the ages of 18 and 65. The new design was perceived as being “very positive”, “modern” and “high-quality”, especially among women and young buyers under the age of 39.

Print ads in the specialised and mainstream press, a PR campaign and a streamlined website supported the successful product relaunch.


Bad Reichenhaller

Brand and product PR


Roth & Lorenz is responsible for all national brand and product public relations for Bad Reichenhaller, Germany’s most well known name in food-grade salt.

Bad Reichenhaller

The biggest salt shaker in the world

kunst im kreisverkehr - salzstreuer

The task was clear: Concept and design of artwork for a new traffic circle in Bad Reichenhall. Directly in front of the salt works.


Coke Sound Up Truck Tour

Coke Sound Up Trucktour 2011_3

With a tour through 30 German cities, the Coke Sound Up Truck Tour 2011 brought unique musical highlights close to the target group. Shows held on the mobile truck stages made for an unforgettable brand experience all across Germany.