Category: BRAND REFRESH

In today’s fast-paced world, the way we get to know and experience brands is often through their online presence. If the user finds the online brand experience frustrating and negative in any way that perception will affect their overall impression of the brand itself and will deter them from returning to the site. A thoughtful experience has become critical for user engagement; it maintains the reader’s attention and ultimately gains their loyalty and trust.

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Often the big idea for your brand is hidden in plain sight. Boutique brands in particular, can refresh a message that’s always been there, to bring new relevance for today’s generation.

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The iconic Morton Salt Girl recently marked her 100th year anniversary as the face of the brand.

Pause for Thought worked with Morton Salt to refresh the brand by updating the logo and introducing a new packaging design system. Respecting her iconic status and avoiding a cartoon-style makeover, they evolved the Umbrella Girl in small and subtle ways, with cleaner linework and a hint of a smile.
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We worked with Morton salt to refresh its brand updating its logo and introducing a new packaging design system. Respecting her iconic status and avoiding a cartoon-style makeover, we evolved the Umbrella Girl in small and subtle ways, with cleaner linework and a hint of a smile.

The new Morton Salt wordmark features a fresh and friendly font, while maintaining the leadership qualities of the original logo. A kick in the R mimics the Girl’s step.

Read BRAND NEW‘s analysis of our work.