Package design & launch campaign
Roth & Lorenz presents: the most popular sea salt in an all new design – high-quality, modern and with a dash of SEA. With an integrated launch campaign in print, PR and online.
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.