Morton Pool Salt

Thinking Outside of the Bag.

From lugging a floppy 40lb bag off the store shelf, to struggling with opening, dispensing and resealing, using pool salt in old-school packaging is in every respect an experiential ‘fail’.

The team at Studio One Eleven helped Morton’s Salt think outside the bag to create a better consumer experience in every touchpoint spanning store shelf to the pool house. Our designers developed a smaller, lighter-weight 20lb rigid plastic jug that has better shelf presence and improved handling. Unlike traditional large-ware handles that impose a compromise between ease of transportation and dispensing, our oversized ‘steering wheel’ handle makes the container easy to carry AND pour, while both a horizontal and vertical jug orientation allows consumers to choose the most comfortable way for to dispense and store product. An oversized flip-top lid makes for easy opening and positive closure engagement, preventing moisture and spillage. The new design creates a truly premium experience that is worth its weight in salt!