Reinventing the Castle - A New Shake on Salt

Windsor Salt updates logo, product packaging, website and social media channels as part of a brand refresh

POINTE-CLAIRE, QC, March 16, 2016 /CNW/ - For the first time in 10 years, Windsor Salt today launched a comprehensive brand refresh, which includes an updated logo and product packaging. The new look and feel of the brand also extends to the company's website and social media channels.

"We know that Windsor Salt is a beloved brand in Canada, but even iconic brands need to be refreshed from time to time," said Luc Savoie, Vice President of Sales and Marketing for K+S Windsor Salt, Ltd.  "Our goal was to elevate the look and feel of our core brand equities – including our logo, packaging design system and our famous dots – to create a simpler, more modern Windsor brand that reflects our progress as a company and deepens the emotional connection consumers have to our brand."

Logo
The new Windsor Salt logo maintains the familiar qualities of the bold blue castle design and Windsor word mark, but now features a silver flourish to better reflect the premium nature of our brand and to provide more movement and visual interest. In addition, the company's founding year has been locked up with the logo to pay tribute to Windsor Salt's strong heritage in Canada.

Packaging Design System
Along with the new logo, Windsor Salt is also rolling out a new package design system for its consumer products. The new design system preserves core elements of the Windsor packaging design, including the iconic dots on the culinary packaging, while using more contemporary fonts and simpler communication hierarchy.

"We conducted extensive consumer research to explore different design possibilities for our brand and we learned that consumers were open to a more modern Windsor Salt," Savoie said.  "At the same time, we also heard consumers wanted us to preserve core design elements – especially the dots on our culinary packaging.  With these insights, we were able to enhance our design system and bring the Windsor look and feel to life in a fresh new way."

The updated designs are being applied to all Windsor Salt consumer products and currently appear on Windsor culinary salts and water softening salts. Consumers can find these products on shelf in most major grocery, retail and home improvement stores.

Savoie added: "Today, the Windsor Salt brand extends well beyond the kitchen. We are here to help Canadians in more ways and places than ever before through a full range of culinary salts, ice melters, water softening products, pool salts and even salts for industrial and road de-icing usages. This brand refresh provides us with an opportunity to apply a more unified design approach across our entire portfolio."

About K+S Windsor Salt, Ltd.
K+S Windsor Salt, Ltd. is headquartered in Pointe-Claire (Québec) and employs approximately 800 people across Canada. The company's highly recognizable Windsor brand has been a part of Canadian life since 1893. Today, the Windsor portfolio includes a full range of premium products for consumers, business and industry, from culinary salts and water softening salts to deicing products and pool salts.  For more information, please visit www.WindsorSalt.com.

SOURCE Windsor Salt

Media Contacts: Lindsay Caradonna, Ketchum Public Relations, 416-355-7413, [email protected]