The visual identity of PurpurSalt was created from the product itself: grains of salt. Rather than remaining fixed, its visual appearance is constantly re-formed from the grains. Millions of years old, the salt was mined by hand in limited quantities from the world’s oldest salt mine and became both the material and the medium of the design.

PurpurSalt was available in three different grades of coarseness from a temporary pop-up shop. The visual identity was continuously re-formed through these different textures. The compositions shifted over time, shaped by gravity and chance.

On the website, visitors could use their cursor to explore a digital mountain of salt. The photographic language developed by Clemens Fantur deliberately plays with scale, documenting monumental rock formations, slabs of salt and the extraction process inside the mine. Graphic contour lines also reference the sedimentary layers of the mountain. Together, these elements make the salt’s dimensions, grain, structure and materiality tangible.

The result is a living visual system rooted in the origin, physical character and precious nature of the material. Just as no two formations of salt are alike, the visual identity never takes exactly the same form twice.