Maldon Sea Salt Uses New Design to Season Its Brand | Eater London

"An Essex-based sea-salt producer prized by many London chefs for its delicate, almost-sweet flaky crystals has undergone a bold geometric rebrand: a boxy white silhouette tiled with green diamonds and shot against a pastel-pink, Mediterranean-evoking photoshoot that plays ironically on travel restrictions. The new look is the most dramatic in a long evolution of packaging—from light-green gingham to clean green-on-white, sea-mimicking graphics and rustic off-white boxes—and accompanies a storied progression of straplines tied to various culinary eras, now arriving at a hashtag-driven call to action. The refresh extends across the range (smoked-salt brown boxes swapped for bright orange; peppercorns in black-and-grey), promotes environmental credentials (supporting the World Land Trust and using carbon-balanced cartons), and expands formats with larger tubs, staple boxes and tiny 1g sachets aimed at collectors and travellers. While the salt remains a professional finishing ingredient, the narrative frames it as a lifestyle product whose premium positioning and repeated rebrands highlight an ironic divide between chef usage and the realities of everyday home cooks." - Adam Coghlan