Morton®
Action Melt Elite™ Ice Melt

INDUSTRY
Homecare

DISCIPLINE
Packaging Design, Copywriting, Econtent

Effective purple-colored ice melt crystals for convenient coverage all wrapped up in new Morton packaging

When thinking about Morton®, the first thing that probably comes to mind is that iconic blue canister. The one seen in nearly every kitchen, the one that carries the trusted "When it rains, it pours.” slogan alongside the familiar image of the charasmatic Umbrella Girl. It's almost like salt itself is synonymous with the Morton name. But beyond just salt, there’s a range of products that Morton's perfected for homecare – from water softener salt to ice melt and even pool salt – each designed with the same care and reliability.

Recognizing that not everyone knows just how much more Morton has to offer, the company decided it was time to refresh the way these products are presented starting with the packaging. The goal wasn’t just to update a logo or slap on a trendy design, but, rather, to reframe the entire experience. So, what did Morton do? I introduced a new look that doesn’t just communicate quality, but celebrates a legacy of simplicity, reliability, and, yes, even small moments of joy.

Enter Morton® Action Melt Elite™, a new ice-melt formula designed to tackle ice and snow fast, giving customers clearer, safer paths for everyone. Unlike the stereotypical cold blue, snowflake design found on competitor’s products, we choose a different approach. One that speaks to the feeling of home: freshly fallen snow blanketing a quiet front yard, a sled gently leaning against the garage, snow boots left casually at the door. All under an evening skyline, with soft purple hues that reflect the product’s effective purple crystals and the brand’s new focus on enjoying life’s small, peaceful moments.

With this shift in branding, the packaging now feels less like a product on a shelf and more like an invitation. It’s an invitation to slow down, breathe in the beauty of the season, and appreciate the little things – like the satisfaction of safe, clear pathways outside the front door. Morton's new messaging is a celebration of those simple joys, making sure customer’s are equipped to deal with the cold and enjoy the comfort that comes with it.

This approach isn’t just about looking and feeling different. With Action Melt Elite™, the product provides a better solution to icy conditions while the package helps enhance how customer’s experience those moments.