SALTVERK is handcrafted flaky salt from Iceland. The salt production stems from an ancient method originated in 1700 based on sustainable energy from geothermal wells.
“Bessermachen has told a story about our products and origin that is very easy to understand for our customers when they find us on the shelves.”
Björn Steinar Jónsson / Co-founder & Salt Maker
The Challenge: Hard to Single Out
SALTVERK is a high-quality product with a unique story but originally lacked the right visual expression to give the product the right expression and direction. The original packaging was hard to single out, and had a hard time getting on the shelves at major retailers. The design lacked the well-known Icelandian features and the story about craft and sustainability.
The Solution: The Story of Iceland
SALTVERK wanted to breakthrough outside of Iceland but showcase the unique features of the country to make it appealing. Therefore, it made perfect sense to create a rawer graphic identity, that told the story of Iceland, artisanship and nature. Based on these three factors Bessermachen developed a design with a clean and cool photographic and graphic style and a beautiful logo to match. The design was inspired by raw nature with a strict focus on the star of the story – the salt flake.
The Result: Doubling the sales
The new packaging design translated the clean, Nordic values so well that it gave SALTVERK access to stores both in and outside the Icelandic borders. In Denmark SALTVERK is carried by grocery chain COOP and in the United States by Whole Foods. Additionally, SALTWERK is currently on its way to both UK and German stores. Since the launch of the new design SALTVERK has more than doubled its sales and now sells 400.000 units a year.
LandscapePhoto : Claudia Regina