Morton®
Safe-T-Pet® Ice Melt
INDUSTRY
Homecare
DISCIPLINE
Packaging Design, Copywriting, Print + Digital Assets
The safer choice for precious paws
Morton® is a name synonymous with salt, often instantly recognized by the iconic blue canister and the beloved Umbrella Girl with the tagline, "When it rains, it pours." Yet, many consumers remain unaware of Morton's full range of homecare products, including water softener salt, ice melt, and pool salt.
To elevate awareness and expand the brand's presence in this category, it was essential to ensure that Morton's homecare packaging not only reflected the company’s storied legacy but also resonated with today’s consumers. With a strategic refresh of key messaging, new packaging has been introduced that communicates this updated narrative more effectively. Complementing the packaging overhaul, additional branded materials have been rolled out to bolster brand visibility and recognition.
Reinforcing the authentic bond between pet lovers and their pets
One standout example is the redesign of Safe-T-Pet® Ice Melt. It’s hard to find a more passionate and loyal audience than pet owners, who are deeply committed to their four-legged friends and want only the best for them. However, the previous Safe-T-Pet® packaging lacked the warmth and sincerity needed to build a genuine connection with these customers. Drawing on data-driven insights, we took a new approach that emphasizes the authentic bond between pet lovers and their pets. The result is a more engaging and heartfelt design that not only fosters stronger relationships with customers but also strengthens Morton’s reputation as a brand that understands the needs of pet owners.
