Morton Salt – Safe-T-Pet

A pawprint for packaging success.

Veterinarians say rock salt and other salt-based ice melts can be harmful to pets when they walk on it and when they lick their paws and coats clean. The salt causes skin burns and, if ingested, can cause stomach upset, vomiting, diarrhea and even death. 60% of American households use rock salt and salt-based ice melt products, but only 38% are aware of the hazards.

That’s why Morton Salt developed Safe-T-Pet Ice Melt to prevent harm to animals during the icy winter months as their owners take them outside for walks and to play in the snow. Morton Safe-T-Pet is salt and chloride free and melts down to 10⁰F.

Studio One Eleven helped the company update its Safe-T-Pet packaging to boost the product’s shelf visibility and benefit messaging.

The new, custom-designed Safe-T-Pet package delivers on multiple fronts. The design draws attention and adds consumer appeal on retail shelves through angled geometries that provide a contemporary look, updating the previous curved bottle and improving pack-out efficiencies for shipping. The translucent bottle material hints at the pale blue product inside.

The patented bottle and closure design includes a custom-engineered “snap-on/twist-off” neck finish. Made of durable, yet economical HDPE plastic, the new design solves the column-strength issue that affected the previous package, thus making the package more robust for the retail supply chain.

Further establishing its unique look, the package employs a die-cut, pressure-sensitive label that follows the angled bottle/handle silhouette. The label retains the signature Morton dark blue brand color, juxtaposed against a bright blue background.

For additional brand recognition, the Morton logo is debossed into the package’s most useful feature: a flip-top closure. Replacing a more traditional wide-mouth screw-top that was difficult for small hands to open, the custom polypropylene flip-top pops open with one hand for pouring, then seals tightly with a snap. The handle, also reworked, is wider and deeper to accommodate a gloved hand. Raised handle threads give even gloved fingers something to grip confidently.

With a bold, sturdy appearance, highly ergonomic design, and appealing color palette, Safe-T-Pet Ice Melt offers trust, confidence and convenience to pet owners. The label claims—“Safer for Pets” and “Veterinarian Recommended”—are reinforced by a photo of a child with her puppy on a freshly-cleared sidewalk, helping to underscore the main benefit: An Ice Melt for Happy Paws.