xsalt
Artisanal Filipino Sea Salt
[Industry]
[Client]
[Role]
[Description]
CPG, Branding
Self-initiated
Graphic Designer & Strategist
A strategic salt 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.
[Brief]
Repositioning a Filipino artisanal salt brand around the equity of the people who make it.
[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]
Why a rebrand?
Its founder says that the brand has been around for twenty years and it’s just now starting to gain recognition. There’s opportunity for this product to finally stand competitively against other products.
We can’t appreciate what we don’t celebrate and elevate
XROADS is a Filipino artisanal salt brand with two primary products: asin tibuok, the iconic unbroken salt, and loose sea salt.
[Strategy]
xsalt
An elevated name that is a play on the word “exalt” that aims to elevate in order to support brand’s founded principle of equity.
XROADS
→
xsalt
Major strategic pivot involved changing the name of the brand.
[Logo]
The new xsalt logo embraces handwritten letterforms to reflect the organic, handmade quality of the products.
[Outcome]
allyssa acevedo
Ready to work together?
Let’s chat (:
Los Angeles