Delimara Sea Salt
In the most southern part of our island, we find the quaint village of Marsaxlokk – known by all locals as the fisherman’s village. What many might not know is that the Delimara area is home to ancient salt pans which are still in use today. On the Maltese Islands there is evidence of at least 40 sea salt pan sites, dating back to Roman Times.
The art of harvesting sea salt is one that, unfortunately over the years, has declined due to the lack of appreciation towards what our homeland can provide us with. As of late, there has been a shift in the world globally. A resurgence for the love of local produce and products. Individuals are happy to #supportlocal, and there seems to be a sense of pride in owning items that are made or harvested locally.
Delimara Sea Salt, not only aims to create an awareness and rekindle the love for local produce, but also putting Delimara as an area, back on the map.
The client came to us, needing us to give a branded identity to the coveted sea salt and create awareness for this new local product that is hitting the shelves in selected stores by using mainly social media channels. Like this, we could showcase the importance of this harvested mineral as well as build and engage a new audience.
First impressions go a long way, and when branding a product – you have to get it right! Ideally, the branding that you kick off with stands the test of time and stands out from any competition that would be sitting side by side on the store shelving. We worked together with the Delimara Sea Salt team, to see what they wanted their brand to look like out there within the existing market. We wanted it to be something true to their own image and core values – which are mainly the sense of pride for the area and the knowledge that with proper TLC to the land and sea, we can be rewarded back in abundance.
Taking in the obvious surroundings and key components that come into play when it comes to the harvesting of the product, this gave us a guideline for the branding exercise that we had to carry out. Without a doubt, the key item here was the sea, from which the salt originates. The blue hues were a must to incorporate in the branding. They add a sense of calmness that the sea itself provides us with, with both its stillness and movement, but not also forgetting its strength and strong presence.
The movement seen in the waves was represented in the wave icon featured in the bottom half of the identifier. The same wave is also present in the accompanying typeface of the brand.
An important element when it comes to salt is its texture – which we mimicked the sensory sensation in the identifier with the dot work effect. This helped us achieve more dimension to the logo and refrained it from remaining flat both in digital and physical mediums – especially when featured on different materials.
Our client immediately told us from the get-go that opening social media platforms was a must in order to really start building up brand awareness. We went to the drawing board and listed down a number of content streams to keep the conversation going and most importantly, interesting, with our audiences.
A key feature that we knew we had to really push was the location and educate the public about it and also the salt itself. Beautiful shots of the area, coupled with designs that carried the brand elements, proved to be quite popular with our target audience. People love to see environments that they’re familiar with – it’s an automatic reaction for them to instantly engage with them. Showing that you really know your stuff also puts you at a certain level with your audience, and shows an element of passion and research that goes into the product – separating you from the run of the mill mass produced products.
We obviously cannot forget the product shots that we took both in our studios and also at the location itself. Coupled with natural materials found in the area, it really added to the organic, yet prestigious feel that we wanted to give the product – as it well deserves. These posts were the right opportunity to highlight to our audience where the products can be purchased from – outlets which have been carefully selected and curated accordingly. as outlets are carefully selected and curated accordingly.
Through our socials we generated a demand and a want for this natural harvested product – that instantly got both the masses and people who work in the culinary industry to purchase the product. Helping this wave of change for the appreciation of things that are sourced and made locally, gives us great satisfaction as a team, to put a part of our heritage back on the map!