# BACKGROUND #
Our small family company, based in Germany is in existance for nearly 3 years now and we plan to expand from a local/regional to a global market by rebranding our product.
Our recent range spans over 30 products/package sizes. From crystal salt to a basic version that can be easily spread, from liquid salt spray and herbal salts to candy.
You can find the current, much to colorfull brand under http://www.sanasol.net
It was sufficient for starting out small and this is bringing attention in the market aisle, but distracting from the content.
# THE REBRAND #
The rebranding is planned to appeal to a much wider audience, while transporting the value of a handmade salt. In ancient times salt used to be worth its weight in gold. We want the logo to convey this luxury and bring back the feeling of having a high value product. This salt is natural and free of chemcials – organic to say at least. It is slowly dried and wholesome in its unmatched mineral content (3x as high as good sea salt).
We chose the name "King of Salt" to give at first glance the impression that this product is ahead of its competitors. 1 kilogram is at 36.90 Euro retail price in comparision to 1 pound of chemical salt for 30 cent at the supermarket – so it needs that extra bit of distiction.
# TARGET AUDIENCE #
The target audience is male and female and they either just want a gourmet product or really understand the difference in taste, mineral content and its health benefits, as a good natural salt is one of the 4 most important substances for the body.
# TARGET MARKETS #
The markets where we see the biggest chances for this product are the USA, Germany, Middle East, China and Japan. As in these markets not everybody is too well versed in English it is important that the font is easy to read at first glimpse and doesn’t need time to recognize the characters.
# SPECIFICS #
The plan is to display the logo on a dark/black background to have the luxury feel of a top brand. In some instances the product labels might even be printed with the logo embossed and/or in gold color. So the design should work on different background colors and in its plain, colorless version, too.
The idea of incorporating a stylized crown or making a simple, subtle crest/coat of arms is floating around, but this is not a deciding factor.
# USAGE #
The logo will be used, as it is the brandname on its products, stationary, in advertising, on the website and in product videos – this means it should work its magic when displayed very small, but also blown up on banners.