India has a rich history surrounding salt, with historical events like the Dandi March creating a movement within the nation. In homage to this, Tote Salt brings this movement closer to its home place of Kerala, by providing hyperlocal, iodised salt products that are healthy and budget-friendly.

Branding

As the essence of every kitchen, salt has a low barrier to 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 functional appeal, a personality fitting for its market segment could then be constructed.

The Tote typeface was given visual weight to push this very image, without taking focus off the product. As an economic category product, the client printing budgets were considered to strategically design the brand identity with 2 colours.

Packaging

Minimal yet practical design elements were needed to efficiently communicate Tote’s appeal. A design framework that made use of basic elements, along with a vibrant colour palette inspired by the National flag, helped in setting a memorable perception for the product. Maintaining a two-colour print helps save costs and gives the overall design a balanced look.