Akzonobel – Jozo
Mastergrinder
A pinch of love
Jozo
The Challenge
Salt had become a forgotten commodity — undervalued, avoided, and disconnected from its rich history. JOZO aimed to shift this perception by re-establishing salt as a premium, essential ingredient. The goal: escape the commodity trap and reposition JOZO as a valued brand rooted in craftsmanship, expertise, and taste enhancement — critical for standing out in retail and packaging design trends.
Strategy & Design Approach
We redefined JOZO’s brand strategy, placing its heritage and mastery — since 1929 — at the core. The concept of the Master Grinder guided the new positioning, educating consumers on the role of salt in elevating flavours. We translated this into a design system that communicates the unique impact of salt’s source, shape, and grain size.
Visual Identity
Inspired by the dodecahedron crystal structure, we created a distinctive brand design that reflects the science and beauty of salt. The octagonal crystal shape directly ties to JOZO’s 8 grind sizes, visually guiding consumers to the right salt for every meal. The identity extends across packaging, retail displays, ads, and digital — combining patterns, colours, and educational cues that resonate on shelf and online.
Results
JOZO’s transformation from a low-interest product to a design-forward, expertise-driven consumer brand revived its relevance in retail. The new packaging design stands out, educates, and elevates shelf presence, turning JOZO into a category leader with a premium, crafted image that aligns with evolving food trends and consumer appreciation for quality ingredients.
