Design: Tania Sheikh
Location: United Kingdom
Project Type: Student Project
Packaging Contents: Sea Salt
Packaging Substrate / Materials: Recycled metal
Native is a Hawaiian sea salt range centred on sustainability, storytelling and attention to detail. The brand was created to celebrate the history and nature of 3 Hawaiian islands, O’ahu, Moloka’i and Kaua’i. Native fills a gap in the market for the high end customer, but takes a friendly approach, differentiating from competing luxury products. The brand is more than just the product, with a rich background story detailing the family-run salt harvesting process and the health benefits and origins of each flavour variety. The refined packaging design conveys the heritage of the brand through deep, rich colours and a collection of delicate illustrations.
The packaging was designed to printed onto recycled metal jars with embossed gold ink illustrations. I created a series of delicate line illustrations using Adobe Illustrator, which are the hero of the brand and adapt slightly for each flavour to reflect the different ingredients. The illustrations convey the deep history and stories behind the product and celebrate the origins of the salt. The gold contrasts beautifully with the dark background and enhances the luxury feel.
For the logo, sans serif type with wide tracking conveys the prominence and credibility of the brand. The hand written type contrasts, to create a friendly tone, reflecting the personal, storytelling element. Each flavour is harvested from a different Hawaiian island. This is celebrated through the illustrated island in the logo, in a brighter tint of the rich primary colour.
The story behind the brand and the illustration makes the packaging unique. The illustration wraps around the the cylinder tin to reflect the endless tales and stories associated with the heritage and origin of the product. The packaging is a luxury product but still friendly, open and warm. Luxury does not have to be stiff.