the red thread

La Baleine needed to forge a new bond with users of salt while reaffirming the sea salt’s ability to “uncover the real taste of food.” The brand needed to be re-launched to reflect its new positioning complete with new logo, packaging, visual universe and product innovations.

Beginning with the idea “La Baleine, uncovering the real taste of food,” Dragon Rouge created a new visual identity that associates the historic brand with “real sea salt.” The visuals (ingredients, rich colors) and messaging intensify the product range inviting consumers to taste the authenticity. We also created innovations centered around the more culinary consumer.