To many UK households, Saxa is salt. Having been around since 1907 it’s one of the UK’s better known heritage brands, but the premiumisation and innovation of new brands entering the market threatened to compromise Saxa’s status as category leader.

Saxa asked us for a rebrand that would not only reinvigorate their core brand, but give it a stronger purpose and put it pride of place in UK kitchens again.

We took a modern, upbeat and focused approach, leveraging Saxa’s rich heritage by simplifying key brand assets and amplifying the most relevant equities.