Girl walking in the rain holding an umbrella and an object, with water splashing behind her, on a dark background.

MORTON SALT

Social Direction Pitch
Code & Theory
2019

Art Director, Visual Design

Morton Salt came to Code & Theory to pitch on a social re-fresh.

Iconic visuals were re-imagined to expand on the beloved whimsy in a category-of-one. Morton Salt encourages people to enhance every day moments– at home, in the workplace, and in the lives around you. We opened up the tone of voice with a sprinkle of saltiness.

Text on dark background that says 'Bring it to the table.'
A series of four social media posts with quotes about food and salt. The first shows a mobile phone screen with a food tray, lemon wedges, and a drink, with the text "HAVE SOME TASTE." The second features a girl holding two tomatoes in front of her eyes, with the text "BLAND FOOD IS FOR BLAND PEOPLE." The third depicts a cocktail glass with a tropical garnish and the text "HAPPY-GO-SALTY." The fourth displays a cutting board with tomatoes, canned goods, and a steak, with the text "TAKE IT WITH A GRAIN OF SALT."
A logo with a purple circle and a yellow background, featuring a black salt shaker with white top in the center. The text reads 'The Secret Ingredient' around the salt shaker.
Text stating 'SALTY' in bold, outlined letters on a light purple background,
Logo with yellow background, the words 'Sweet & Salty' in bold blue and white lettering.
A graphic with the phrase 'WALK HER WALK' in large blue letters inside a rectangular box, with two yellow hands gesturing above it, set against a light background.
Yellow background with a dark blue and white cylindrical object casting a dotted shadow.
An illustration of a white umbrella with rain falling around it, overlaid with the text 'Rain or Shine' in yellow and black, set against a light purple background.