thoughts

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.