morton salt

Pick brand that has to be found at a grocery store. Using the brand idea as a cornerstone, create a store with a working business model that can help build the brand, but is also a functioning, solvent business on its own.

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The insights:
a different way to look at morton
The ask
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Morton Salt has a rich history of being an innovative company.

Although they became a household brand in 1924 for their iodized salt that is still commonly found in kitchens today, they’ve been able to adapt and put out a plethora of salt-based products that can be used outside of the home

(i.e. agricultural, snow and ice melt, pharmaceutical.)

Morton is a wellness company.

Their internal creed “nothing is more important to Morton Salt than health and safety - not production, not sales, not profit” and their mission (“improving lives and enhancing every day moments. Helping to improve people’s lives in more ways and places than ever before.”)

The concept

The Umbrella Wellness Center is a destination spa, located in the Salt District of Chicago, Morton Salt’s hometown.

 

This gives Morton Salt a chance to show consumers (Chicago natives and tourists alike) how salt can benefit them not only as a food, but also as a healer.

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Tying in their internal creed and mission, The Umbrella Wellness Center, can be a natural brand extension to educate consumers how salt can benefit their health and wellbeing.

The why

Benefits of Using Salt in a Wellness Regimen:

  • Skin, beauty, and anti-aging properties

  • Boosts immune system

  • Reduces stress

  • Improves sleep

Demand for spas is growing in the U.S. and around the world, with a compound annual growth rate of 5.66% (Technavio)

​Spa tourism is wellness tourism’s most recognized sector and single most important core business with expenditures accounting for about 47% of overall global wellness tourism.

​Keep true to Morton's Chicago roots by revitalizing the iconic Morton Salt building and laying groundwork for the new Salt District.

The amenities

  • Multi-purpose space with retractable walls that can be adjusted to accommodate:

    • Open-floor yoga studio

    • Various wellness workshops

    • Booking for corporate events

  • Cafe offering light fares

Amenities and services of The Umbrella Wellness Center include:

  • Salt water pools

  • Outdoor courtyard

  • Sensory deprivation tanks

  • Salt therapy rooms

  • Salt scrubs

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The team

Sheila Villalobos - Strategist
Chandler Saunders - Strategist
Emilee Lampert - Creative Brand Manager
Anh Nguyen - Creative Brand Manager | my 
role: research, demographics