For Mayi Tuz, this project was not just about designing new packaging — it was about extending an established sense of trust into new product categories, without losing clarity or hierarchy. As a leading brand in natural spring salt, Mayi Tuz aimed to bring the same expertise into sea and rock salt. The challenge was to expand while protecting the strength and visibility of the hero product on shelf.

Our approach focused on building a clear and balanced system. Natural spring salt remained the hero, while sea and rock salt were positioned as sub-brands within the same structure. We used warm coffee tones for rock salt and fresh green tones for sea salt to create immediate shelf differentiation. A transparent window at the center of each package highlighted the product’s natural quality, while maintaining a consistent form language with subtle variations across categories.

Beyond aesthetics, we grounded the design in data. All packaging concepts were tested using MIT’s Attention Insight model to measure and optimize consumer focus. The result is a packaging system that not only stands out on shelf but also reinforces trust and natural quality—bringing together design and science. The new designs achieved a 30% increase in attention compared to previous versions.