Robot Food Rebrands Saxa

Robot Food Rebrands Saxa

Robot Food recently rebranded Saxa's core range of salts, including two new grinder products. Saxa has been around since 1907 and is one of the UK's better known heritage brands.

Premier Foods asked Robot Food to reinvigorate this trusted brand with a stronger, fresher purpose, contemporary appeal and to give it pride of place again in UK kitchens. The rebrand would include fine table salt, cooking salt and Saxa So-Low, as well as rock salt, sea salt and new, more premium products.

The team uncovered a wealth of relevant themes and ideas, including how Saxa empowers 'intuitive home cooks,' with choice and inspiration to make flavour come alive in every home. Armed with a clear design strategy, Robot Food took a thoroughly modern, upbeat and focused approach, leveraging Saxa's rich heritage by simplifying key brand assets and amplifying the most relevant equities.

The result is bold and expressive. Strikingly simple abstract cues represent the type of salt and communicate the flair Saxa brings to cooking. Taking inspiration from the sea, the sea salt products' dashes and swirls evoke freedom of culinary expression and the invigorating experience of ocean waves. The coarse rock salt product is differentiated with a blocky design that evokes the texture of the natural rocks from which the salt is mined. As the original pack format was a key asset, the team stayed loyal, choosing to use the iconic drum shape to strengthen Saxa's well-established brand recognition.

The previous serif logo font was refined and the holding device was simplified. A contemporary sans serif was introduced for the variant name and descriptor, while 'Est. 1907' reinforces the heritage. Matte packaging gives a tactile, premium feel, and the result is a great-looking, clearly united, complementary salt range for the intuitive or creative home cook.