The Packaging Change That Turned Salted's Two-Piece Caramel Into a Wholesale Best Seller
If your packaging has been created one product at a time, you might be facing a problem you don't even realize is costing you opportunities.
Many growing product-based businesses reach a point where their packaging looks good on its own, but when all their products sit together on a shelf, at a market, or in a retailer's store, they don't feel like a cohesive brand.
That's exactly where Salted found themselves.
Founded by Jill Price, Kristy Jackson, and Lynette Hayes, Salted built a successful luxury salted caramel company with products stocked in more than 40 boutiques across Canada. Customers loved their products, retailers were placing orders, and the business was growing steadily.
But behind the scenes, their packaging had evolved piece by piece over several years. New products were launched as needed. Seasonal collections were designed individually. Packaging decisions were made reactively rather than strategically.
While each package worked on its own, the overall collection didn't support the broader vision they had for the brand. And as wholesale accounts grew, so did the stakes.
Retailers were asking about future launches, making seasonal planning increasingly important. New gifting opportunities emerged, yet their packaging wasn't designed to support long-term growth, merchandising, or the premium experience they envisioned for their customers.
Instead of helping the brand move forward, packaging was becoming something they had to rethink constantly. They knew it was time for a different approach.
In this case study, you'll see how Salted transformed their packaging from a collection of individual designs into a cohesive retail-ready system. This shift fostered stronger retailer relationships, opened up more gifting opportunities, increased visibility, and ultimately led to one of their most reordered wholesale products.
Ready? Let's dive in.
Step 1: Start With Strategy Before Design
One of the biggest mistakes product businesses make is treating packaging as a series of individual design projects.
For example:
A new candle launches? Design a label.
A holiday collection is coming? Create a box.
A retailer requests a new product? Design packaging for that item.
The problem with this approach is that over time, these decisions can result in a collection that feels disconnected.
Before starting any design work, we took a step back to examine Salted's business as a whole. During our onboarding and strategy discussions, we mapped out:
Their full product assortment
Seasonal launches
Retailer expectations
Future product plans
Long-term packaging goals
Merchandising opportunities across the entire collection
Instead of thinking about packaging for each release individually, Salted began to consider how the entire brand would work together throughout the year.
This strategic process also prompted the founders to contemplate details they hadn't fully considered before. As they expressed during our collaboration, "The initial consult with you, where you asked all the questions and got us to really think about the details, was so good."
That strategic foundation became the roadmap for every packaging decision that followed.
This is a core part of Packaging Pronto. Before we ever open a design file, we ensure your packaging aligns with your products, goals, retailers, and the future of your business.
Because great packaging doesn't start with colors and fonts, it starts with clarity.
Step 2: Build a Packaging System, Not Just Individual Designs
Once we established the strategy, it was time to bring the vision to life. Over multiple Packaging Pronto VIP Design Days, we collaborated closely to create a cohesive, premium, and scalable packaging collection.
The goal wasn't simply to make the packaging prettier; it was to create a system that:
Merchandised beautifully together
Reflected the luxury quality of the product inside
Supported gifting opportunities
Worked for wholesale environments
Simplified future product launches
Created a more consistent customer experience
Throughout the process, the founders of Salted actively participated in reviews, feedback sessions, and collaborative decision-making. This intensive engagement allowed us to make significant progress quickly while ensuring that the final packaging aligned with their vision.
As they put it: "Being able to just go really hard for a couple of days and get all the ideas figured out was so good."
This is one of the biggest advantages of Packaging Pronto. Instead of stretching a project over months filled with emails and delays, we dedicate our efforts to solving packaging challenges quickly and strategically. The result is momentum, clarity, and packaging that functions as a cohesive brand system rather than a disjointed collection of separate pieces.
Step 3: Make Print Production Seamless
Design approval is not the finish line.
For many product businesses, the most stressful part often comes after the design work is complete. Preparing files correctly, communicating with suppliers, answering technical production questions, and managing printer requirements can all add to the complexity. Without the right support, production can become confusing and time-consuming.
That’s why Salted’s project didn’t end once we finalized the designs. They received professionally prepared production files that they could hand directly to suppliers and printers with confidence. When technical questions arose, they had access to expert support from someone knowledgeable in both design and packaging production.
As they said, "When we get the design files, it's so seamless to take those and give them to our supplier." They also noted, "You speak the same design language, and it makes that part so seamless."
This step often gets overlooked, but it's critical. Beautiful packaging only delivers results if it can actually print correctly. Packaging Pronto bridges the gap between design and production, so founders aren't left trying to figure everything out on their own.
The Results: More Reorders, More Visibility, and More Growth Opportunities
The impact of Salted's packaging redesign extended far beyond aesthetics. One particularly telling example involved a product they were already selling: their two-piece caramel offering. Previously packaged in a simple bag, it sold reasonably well. However, after switching to premium boxed packaging, the results were transformative.
The product quickly became their most reordered wholesale item. As they noted, "We're actually on our third reorder of the two-piece box." Incredibly, the product itself hadn’t changed; only the presentation did. This shift helped retailers see greater value in the product, making it more appealing as a gift purchase.
This is actually the 4-piece box before and after, but you get the idea
Additional results included:
Retailers Promoted Their Products More Often
The new packaging made the products more desirable for retailers to feature both online and in-store. As Salted explained, "Our packaging is beautiful... It's an easy share for them."
More Gift Baskets and Curated Gift Opportunities
The elevated presentation opened doors to premium gift programs and curated gifting opportunities, exposing the brand to new audiences.
Increased Influencer Visibility
When influencers were gifted products, the attractive packaging made a stronger first impression and encouraged social sharing. According to Salted, "The sales and follows from that were also incredible."
A Cohesive Product Collection
Instead of disconnected package designs, Salted now has a complete packaging system that works together year-round and supports future growth.
You Might Be Wondering: "Does Packaging Really Make That Big of a Difference?"
It's a fair question. After all, great packaging can't fix a bad product.
However, Salted's story illustrates just how impactful packaging can be. Their product was already good, customers loved it, and retailers were selling it. Yet one of their items became their most reordered wholesale product only after we redesigned the packaging to better reflect its quality.
Packaging influences how customers perceive value. It can make a product feel gift-worthy and affect retailers' willingness to feature it. Additionally, it shapes first impressions not only in stores but also online and on social media. When a product is already excellent, strategic packaging can help communicate its value more effectively. This is often where growth happens.
The Product Didn't Change. The Packaging Did.
Salted's challenge was not simply a matter of needing better-looking packaging. They needed packaging that could support the business they were becoming. By stepping back to create a strategy, building a cohesive packaging system, and ensuring a seamless production process, they transformed packaging from a collection of individual projects into a tool that actively supports growth.
Today, their packaging:
Reflects the premium quality of their products
Supports wholesale merchandising
Creates stronger gifting opportunities
Encourages sharing on social media by retailers and influencers
Makes seasonal launches easier to plan
Positions the brand as an established premium business
Most importantly, they now have a packaging system that can grow in tandem with the company instead of holding it back. Instead of piecing together packaging design one launch at a time, Salted now has a strategic foundation that supports its future.
And that's exactly what great packaging should do.
What Could a Packaging Redesign Do for Your Brand?
Salted didn't change their product. They changed its presentation.
The result? More retailer enthusiasm, more gifting opportunities, increased visibility, and a product that became their most reordered wholesale item.
If you're wondering what strategic packaging could do for your own product line, Packaging Pronto is the place to start.
Learn how the process works and see whether it's the right next step for your brand. See How Packaging Pronto Works. Then when you’re ready to get started, book your free consultation call. It’s that simple.