Salt & Sins is a bold and playful brand that redefines the art of indulgence with sinfully satisfying gourmet pretzels. A concept rooted in NYC’s vibrant culture since 2012, the brand marries nostalgia with modernity, capturing the essence of comfort and sophistication.

The design embodies simplicity and attitude through its minimalist colour palette of soft pink and black, juxtaposed with cheeky, confidently bold typography. Each packaging and brand element reinforces the spirit of the brand – a celebration of indulgence without guilt. From stackable boxes to premium takeout bags, every detail is crafted to elevate the customer’s sensory experience while maintaining practicality and visual impact.

Highlights of the Design:

• Packaging Design: Sleek and stackable boxes with bold typography that communicates the brand’s heritage and quality.
• Signage & Merch: Eye-catching displays like A-frame signs and witty merchandise (pins, T-shirts) to extend the brand experience beyond the product.
• Brand Voice: A cheeky tone, reflected in statements like “I Got Salty in NYC,” appeals to a playful and modern audience.
• Sustainability: The materials used for packaging balance durability with environmental consciousness, showcasing Salt & Sins’ commitment to responsible branding.

Salt & Sins doesn’t just sell pretzels; it creates a brand experience that lives on in the hearts (and taste buds) of its customers.

Designer : Sarah Wilkinson

Location : Toronto, Canada

Project : Salt & Sins

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