In an area of the Pyrenees, an area formed millions of years ago, where a special salt. Natural, pure, high quality. And our challenge was to build a brand that would push it beyond the premium or eco segment, to reach the mass market. We connected with the consumer's desire to improve their quality of life, proposing an indispensable product in their daily diet, healthier, natural, handmade and of the highest quality. A real brand built on commitment, purity, excellence and universality.

For the creation of the name we based ourselves on the concept of salt as a universal good of very ancient origin. A 200 million year old spring, which evokes us to remote, distant times. Our salt mines, a tradition that has passed from generation to generation and that we continue to work as our ancestors did. An artisan elaboration, which respects the traditional way of obtaining salt in an authentic and natural way. As it has always been done and will always be done.

Ancestral is a brand with a lot to tell that deserved the creation of a symbol capable of telling the story of how nature makes the process possible through the union of its four elements: sun, water, wind and earth.

As for the logo, we were inspired by the manual work that is also behind the process of making the product. Thus, the wordmark imitates the typefaces created by chisel, in times when people used to write on the rock itself, before the existence of paper.

The result is a brand capable of living in a mass consumer imaginary, standing out from it and projecting its premium and natural character, without being anchored to any of them.

For the development of the packaging we created a range where the elements of nature are reflected in different textures, with a clean and direct design in which the quality of the product stands out, but also groundbreaking, projecting its difference to the consumer and standing out on the shelf. Each reference has a different texture that also helps to enhance the difference of each one: traditional salt, in flower, with pepper, an innovative liquid salt and a pure salt flake. The packaging is just like its contents: of extreme quality.

An emotional brand, with a sophisticated and natural name and identity, which at the same time highlights all its benefits such as origin, tradition, purity, health, taste... for everyone. Because everyone should have something as good in their homes and on their plates.