New Logo and Packaging for Saxa by Robot Food

First sold in 1907, Saxa is a brand of salt in the UK, considered to be one of its heritage brands by being a staple in the kitchen for more than 100 years. In 2007, it was purchased by food conglomerate Premier Foods. There is also Saxa in Australia but that’s under separate ownership. Saxa — UK — recently introduced a new logo and packaging designed by Leeds, UK-based Robot Food. To many UK households, Saxa is salt. Saxa has been around since 1907 and is one of the UK’s better known heritage brands. Premier Foods asked Robot Food to reinvigorate this trusted brand with a stronger, fresher purpose, contemporary appeal and to give it pride of place again in UK kitchens.The previous serif logo font was refined and the holding device was simplified. A contemporary san