![SaltMe-01_c](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-01_c.png)
SaltMe®!
Full Flavor, Less Sodium
Client
SaltMe®!
Year
2021
Country
United States
Sector
Food
SaltMe®! is the Miami-based brand of reduced sodium potato chips that has arrived to satisfy all those who want to have a healthier lifestyle without sacrificing a treat now and then.
At a time when healthy snacks are gaining prominence in people's diets, they chose us to rebrand and establish a solid and distinctive positioning.
Rebranding
Positioning
Visual identity
Verbal identity
Packaging
Brand challenge
Our mission was to create a fresh identity and establish a strong positioning for this innovative brand. SaltMe®! aimed to break into and stand out in the highly competitive U.S. low-sodium snack market with a unique value proposition: reducing sodium intake by 50% without compromising the taste of potato chips.
![saltme-02](https://veobrandingcompany.com/wp-content/uploads/2023/09/saltme-02-2.gif)
![SaltMe-04 (1)](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-04-1.png)
![SaltMe-05_b](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-05_b-2.png)
What we did
We built an entirely new identity from scratch based on three strategic decisions:
1. Position SaltMe®! as the best low-sodium snack option for all "flavor lovers."
2. Select a color palette that allowed it to fit into the low-sodium market while retaining its "flavor."
3. Achieve a premium look to set it apart from competitors without losing the high-impact appeal of mass consumption.
We redefined the brand's purpose, vision, and values to establish a solid positioning and condensed its value proposition into a simple, clear, and direct claim: "Full flavor, less sodium."
We simplified the logo to make it more human, honest, and visually appealing, qualities that resonate with an increasingly conscientious and discerning consumer base. We developed a color range inspired by the salt industry and low-sodium products to differentiate ourselves from the competition and gain a place in the market. The visual system is complemented by the choice of a modern typography and a photographic selection that includes people, products in context, and packaging to display the entire SaltMe®! universe in a relatable and cohesive manner.
We completely redesigned the packaging with a matte finish and incorporated a "swirl," the brand's most crucial element, into the background to create versatility, depth, and enhance the perception of premiumness at the point of sale.
![SaltMe-09 (1)](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-09-1-scaled.jpeg)
![SaltMe-10](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-10.png)
![SaltMe-11](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-11.png)
![SaltMe-12](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-12.png)
![SaltMe-13 (1)](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-13-1.png)
![SaltMe-14](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-14-1.png)
![SaltMe-15 (2)](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-15-2.png)
![SaltMe-16](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-16.png)
![SaltMe-17](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-17.png)
![SaltMe-18 (1)](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-18-1.png)
![SaltMe-18_2](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-18_2-1.gif)
![SaltMe-19](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-19.png)
![saltme-20](https://veobrandingcompany.com/wp-content/uploads/2023/09/saltme-20-1.gif)
![SaltMe-21 (1)](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-21-1.png)
![SaltMe-21 (6)](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-21-6.png)
![SaltMe-21 (5)](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-21-5.png)
![SaltMe-21 (4)](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-21-4.png)
![SaltMe-21 (3)](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-21-3.png)
![SaltMe-21 (2)](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-21-2.png)
![SaltMe-22 (1)](https://veobrandingcompany.com/wp-content/uploads/2023/09/SaltMe-22-1-1.png)