The Arseneau family wanted to share the richness of the Magdalen Islands, a magical place in Quebec, Canada. The family got together to craft “quality sea salt that combines sustainable methods and superior taste.” The sea salt is procured from waters surrounding the Magdalen Islands, “where the St. Lawrence River meets the Atlantic.”
Alcyon Sea Salt, a family-owned brand, teamed up with Alex Nereuta, a senior art director, to create the brand identity and a packaging design system that would highlight the uniqueness of the location, along with communicating the inspiring story of the Arseneau lineage.
“We wanted to evoke a strong sense of connection to the natural elements from which the salt is sourced and to the Arseneau family story, while maintaining a curated and elevated aesthetic that reflects the product: quality, purity and authenticity.”
Inspired by the uncomplicated idea of sea and salt, Alex Nereuta created packaging designs that communicate the richness of the Magdalen Islands. The packaging label also displays traditional family photos to share the inspirational story of the Arseneaus.
“Our photographic approach mixes vintage family photos with custom product photography in both outdoor and indoor settings, while keeping an editorial feel by combining lifestyle and food photography. The typography is likewise a mix of serif and contrasting sans-serif typefaces, exaggerated kerning and generous line spacing to evoke a feeling of freshness and airiness into our messaging and storytelling.”