Morton Revamps Its Packaging so Shoppers Will Know the Brand Sells More Than Just Table Salt

Relax, the Salt Girl has kept her job

morton portfolio
Borrowing the navy-blue color block from the classic canister, Morton's new trade dress creates uniformity across categories while still allowing for individual branding. Morton Salt

Thanks mostly to the Morton Salt Girl, who has graced the brand’s signature pour-top canister since 1914, Morton is one of the most recognized brands in the condiment aisle. There’s only one problem: Morton’s products are actually in plenty of places that aren’t the condiment aisle.

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@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.