[Industry]
CPG, Branding
[Client]
Self-initiated
[Role]
Graphic Designer & Strategist
[Description]
A strategic conceptual packaging rebrand line for the small, Filipino-owned business, XROADS. They specialize in a rare, artisanal sea salt from the Philippines: asin tibuok. Translating to “unbroken salt,” asin tibuok is a handcrafted product that stands as the perfect bridge to Southeast Asian flavors.
[Background]
Asin tibuok is a world-rare, artisanal Filipino sea salt made from filtering seawater through ashes. Today, still not many people know about this product and as a result, workers in this region aren’t paid properly for the amount of labor.
[Insights]
XROADS is a Filipino artisanal salt brand with two primary products: asin tibuok, the iconic unbroken salt, and loose sea salt.
[Strategy]
Major strategic pivot involved changing the name of the brand.
[Outcome]
