Pinch Salt Line: Brand Identity and Packaging SystemPinch Salt Line: Brand Identity and Packaging System
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Bland is a choice.
Pinch is a concept brand for a mid-high salt line made to live on the counter, not in the cupboard. Five flavors, five two-color tins, one refillable keepsake people leave next to the bar cart.
I built the full identity: wordmark, lid lockups, hand-stamped pattern system, tone of voice, and art direction.
More from the system coming soon.
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Celia's avatar
Cool work 🔥
Virginia's avatar
Thank you Celia!!
Balbino's avatar
How I can get the first client ever as Senior Software Engineer and SAP B1 developer?
Virginia's avatar
Hi Balbino! Check on Contra's job board 🙌
MD Robin 's avatar
Great work
Virginia's avatar
Thank you!!
Reda's avatar
That's soo awesome!!
Virginia's avatar
Thank you Reda!
Rahman's avatar
Creative work
Virginia's avatar
Thank you!
Jos's avatar
Great work
Virginia's avatar
Thank you!!
Adetomiwa's avatar
Wow. That logo is chef kiss
Virginia's avatar
Thank you!!
Agadon's avatar
"Bland is a choice" might be the best opening line I've read on here. And the work backs it up.
Virginia's avatar
Thank you so much!
Noah's avatar
Nice 👍
Morium's avatar
That a pretty good design concept ✨
Virginia's avatar
Thank you so much! ✨ Glad the concept landed.
Alaa 's avatar
The concept, packaging design, and warm visual direction are simply stunning. Such a beautifully crafted brand identity!
Virginia's avatar
This made my day, thank you! The warmth was the whole goal, a salt you'd actually want to leave out on the counter
Zara's avatar
The packaging looks so bold.
Virginia's avatar
Thank you! Bland was never an option 🚀
NexUX's avatar
fantastic work
Virginia's avatar
Thank you!
Tabish's avatar
"Bland is a choice" is such a good line. The two color tins would look great sitting on any counter
Virginia's avatar
Thank you Tabish!
Anna's avatar
I'm obsessed with the wordmark. It's soft and round yet still confident, which is exactly the opposite of what salt branding usually looks like
Virginia's avatar
Thank you Anna! Wanted to try something more playful!
Tiffany's avatar
This looks so cool
Virginia's avatar
Thank you Tiffany!
Abdul's avatar
Cool work
Virginia's avatar
Thank you!!
Alamgir's avatar
I love the colors.
Virginia's avatar
Thank you!
Muhammad Hammad's avatar
the concept and everything is on point🔥
Virginia's avatar
Appreciate it Muhammad!
Salome's avatar
This is so beautiful and creative
Virginia's avatar
Thank you Salome!
Virginia's avatar
Thank you!
Caleb's avatar
You cooked!
Virginia's avatar
Thank you!!
Wisdom's avatar
Pinch is a clean example of restraint doing the heavy lifting. Two colors per tin and the hand-stamped detail gives it presence without competing with the shelf, and the refillable keepsake is the kind of physical touch that actually makes FMCG brand work stick. When I do brand...
Virginia's avatar
Thank you, Wisdom! That was the bet: strict rules so five flavors could stay loud without fighting each other. Love that you design for the small mark first too!!
Wisdom's avatar
Thanks, Virginia — glad the thinking on the project landed. Strict constraints really do keep a family of five from stepping on each other, and designing for the small mark first is what saved the system here. Appreciate the kind note and the conversation.
Valeriia's avatar
Love this🙌🏻. Such a good balance of visual fire and smart thinking behind it. The idea of making it something people actually want to keep visible comes through so well🔥.
Virginia's avatar
Thank you so much Valeria! Glad the vision came through 😊
Aslam's avatar
good job
Aditya 's avatar
Bold opener, and the identity backs it up. Honest pushback though: the refillable keepsake tin is the strongest idea here and it is buried in the middle of the post. For a salt brand, that tin is the product, so I would lead with it, not the flavors.
Asif's avatar
Cool work
Mostafa's avatar
That's great 🔥🔥
Martins's avatar
Visual disruption there I was about to say “a pinch of chilli” this is a very interesting concept and it’s eye catching, lovely job
Virginia's avatar
Thank you!!
Miglena's avatar
This is looking so good. 🌶️
Virginia's avatar
Thank you!!
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