Dorset Sea Salt Co. has revealed a brand new look for its range of natural and flavoured sea salts, a year after winning The Seed Fund’s annual prize. Having worked closely with the start-up accelerator’s mentors, including branding and marketing consultancy, The Collaborators, the Portland-based producer has now created a contemporary new image to bring its whole story to life.
With provenance remaining at the heart of the brand, paying tribute to Chesil Beach on the Jurassic Coast where the sea salt is harvested by hand, fresh ideas have also been incorporated into Dorset Sea Salt Co.’s identity to better communicate what sets it apart from the crowd. Bronze foiling and a striking signature D brand mark provide instantly recognisable elements for consumers, while the product’s impressive kitchen credentials have been brought front and centre with a more clearly differentiated colour palette.
Showcasing the eight flavours on offer, ranging from Celery and Chilli to Apple Oak Smoked and Tomato, Olive & Basil, Dorset Sea Salt Co.’s new look gives consumers an instant taste of the diverse flavour at their fingertips. To encourage a more imaginative approach to cooking, a quick reference visual flavour wheel has also been developed with The Seed Fund mentors, helping food enthusiasts to discover which flavours will pair well with the ingredients they have to hand.
A culmination of Dorset Sea Salt Co.’s journey with The Seed Fund, which began when founder, Jethro Tennant first joined the philanthropic project’s annual Academy in summer 2018, this reimagined brand has been built upon the foundations laid by his time on the comprehensive business development programme. Supported by The Collaborators and Great Taste, the Academy covers areas including funding, finance, law, brand values, PR and social media, bringing together hand-picked mentors with the future stars of food and drink.
Jethro Tennant, founder of Dorset Sea Salt Co., explains:
“The Seed Fund was a game changer for my business, it was a great way for me to meet likeminded individuals and well-established business mentors. The mentoring sessions throughout the programme helped to give me an insight into a multitude of subjects, from brand positioning to finance and investment, and I feel extremely lucky to have been involved in the 2018 Academy, let alone win. The Seed Fund is an amazing initiative that gives back to small businesses and start-ups, for which I will be eternally grateful. It’s an opportunity that you would be foolish to miss. As a result of our 2018 win, The Collaborators have rebranded Dorset Sea Salt Co. with a clear understanding of our position in the marketplace, so that our product stands out on the shelf! I now feel that we’ve put everything in place for the business to go from strength to strength, slowly and steadily populating every kitchen pantry in the country.”
Dorset Sea Salt Co.’s range of eight flavours are available in 125g and 75g glass jars, as well as in gift packs, with larger 450g packs (Natural, Celery and Apple Oak Smoked) and 1kg packs (Natural and Apple Oak Smoked) available for food service. Smart shelf display and shelf ready outer packaging are also available for retails.
