As an iconic household brand, Morton Salt says it is a company with vision, drive and a big heart for both American families and their pets alike. Salted sidewalks and streets can be hard on pets’ paws in the wintertime, and research shows salt can cause skin burns on paw pads or cause worse medical issues if ingested. With 60 percent of American households using rock salt and salt-based ice melt products and 38 percent of homeowners unaware of the hazards traditional salt poses to their pets, Morton Salt set out to develop a safer solution.
Created with the help of veterinarians, Morton Salt’s Safe-T-Pet Ice Melt is a salt- and chloride-free product designed to keep pets safe while playing outside in the snow. Morton Salt turned to Berlin Packaging and its Studio One Eleven design division to give the Safe-T-Pet container a fresh package that pops on shelves and clearly presents the product’s veterinary recommendations while maintaining the instantly-recognizable look of Morton Salt products.
The Berlin Packaging team created a container solution that not only enhanced the product’s visual presentation, but also improved its supply chain functionality. Made of durable yet economical HDPE plastic with chamfers from top to bottom to distribute weight more evenly, the stronger container can withstand a greater top-load. Because of the redesigned container’s increased column strength, the company saves money by removing corrugate in the shipping pack-outs.
On the functionality front, the patented bottle and closure design includes a custom-engineered neck finish, a wider, grooved handle that easily accommodates bulky winter gloves, and a custom polypropylene flip-top, replacing a more traditional wide-mouth screw-top that was difficult to maneuver.
While the new package design is more robust for the retail supply chain, the redesigned die-cut, pressure sensitive label offers pet owners extra confidence, stating the ice melt is “Safer for Pets” and “Veterinarian Recommended.” It also includes an image of a young girl with her puppy on a clear and clean sidewalk, showcasing exactly how the product takes the worry out of winter, allowing for pets to frolic freely. The redesigned package can be seen on store shelves starting Fall 2017.