2024

Pinch

Vibrant branding and playful packaging for home chefs who like to get a little salty in the kitchen.
Meet Pinch, a spark for those who like to get a little salty in the kitchen. Pinch is for home chefs who embrace creative, hands-on cooking with responsibly sourced ingredients. We offer regular sea salt, salt and vinegar, and sweet and salty flavors. Our branding is full of vibrant colors and unexpected combinations, designed to feel like something you’d want to keep on display right next to your stove. The logo is evocative, yet balanced by subtle design elements, making the overall look both playful and sophisticated. Our product photography brings Pinch to life, capturing the essence of quality ingredients and celebrating the beauty of food. Shot in a cozy home kitchen reminiscent of a relaxed apéro gathering with friends, the imagery is colorful, dreamy, and welcoming, reinforcing that cooking with Pinch isn’t just about seasoning—it’s about adding a touch of creativity and joy to every meal.
Pinch is a passion project we created as self-proclaimed salt lovers. We noticed a gap in the market: while categories like olive oil, condiments, and pickles have received vibrant updates from brands like Graza, Potluck, and Hot Girl Pickles, the world of salt remains formal, lacking in playfulness and unique flavors. Salt is a remarkable, essential ingredient with a deep history, yet it's often overlooked despite its power to elevate any dish. Through our research, we found that most people prefer to sprinkle salt by hand, often keeping a small dish by the stove for easy access. So, we asked ourselves: why not create packaging that doubles as the perfect countertop container?
Product Strategy, Product Design, Brand, Marketing Site
Photography / Creative Collaborator Credits: Zaira Asis
Interested in working with us?
Get in Touch