THE SALTED ROOTS • CPG

Website Design

The Salted Roots creates handcrafted blends made in Utah with natural, gluten-free ingredients, pure salt, raw sugar, and bold flavor in every jar. The goal was to show how versatile these blends — and how you can take them outdoors, pack them for a weekend trip, hike deep into the mountains, and still create something delicious.

Brand Strategy✹Creative Direction✹Creative Direction & Strategy✹Product Photography✹Art Direction✹Email Marketing✹Website Design✹Website Development (Shopify)✹Brand Strategy✹Creative Direction✹Creative Direction & Strategy✹Product Photography✹Art Direction✹Email Marketing✹Website Design✹Website Development (Shopify)✹

From your kitchen, to

anywhere life takes you.

THE CHALLENGE

The Salted Roots is a Utah-based CPG brand creating small-batch infused salts and sugars made with real ingredients and unexpected flavor combinations. For this project, I developed the creative direction and product photography around one central idea: great flavor shouldn’t be limited to the kitchen.

Inspired by Utah’s landscapes and the adventurous spirit behind the brand, the visual direction brings the products into a tactile, nature-driven world. Rocks, moss, wood, raw ingredients, and earthy textures were intentionally layered with more refined culinary elements to create imagery that feels equally at home on a kitchen counter or packed for a weekend outdoors.

The result is a visual system that communicates more than the product itself — it captures the versatility, personality, and sense of adventure at the heart of The Salted Roots.

THE GOAL

The goal was to create a distinctive photography direction that could translate The Salted Roots’ personality into a visual experience — highlighting the craftsmanship behind each jar while showing how naturally the products fit into everyday cooking, entertaining, travel, and outdoor adventures.

Rather than relying on traditional food photography, the concept uses Utah-inspired colors, natural materials, bold textures, and ingredient-driven compositions to build a recognizable visual world around the brand.

SERVICES