Khewra salt
360 Branding & Launch
Challange
Khewra Salt, the original pink salt from Pakistan, aimed to enter and scale in the U.S. market, where competition from generic pink salt brands is high and consumer expectations lean toward authenticity and premium presentation. The key challenge was to build a trusted, export-ready brand from scratch that honours Khewra’s rich heritage while appealing to modern American consumers through strong branding, packaging, digital presence, and cohesive marketing.
Process
The result was a premium, unified brand that blends tradition with modernity, positioning Khewra Salt as the authentic source of pink salt for the U.S. market.
The strong identity differentiated Khewra Salt from competitors, strengthening trust and brand recognition.
The packaging and visual system elevated its retail presence, while SEO and digital marketing increased online discoverability.
The streamlined brand system enabled efficient scaling across channels, laying the foundation for long-term market growth.
Outcome
The result was a striking and cohesive brand identity that positioned Lacuna as a modern, community-driven climbing brand.
The visual language captured Lacuna’s playful yet premium personality, making it instantly recognisable in the climbing industry.
The branding provided a strong foundation for marketing, packaging, and product launches, helping Lacuna differentiate itself in a crowded market.
With a clear identity system in place, Lacuna is now equipped to expand across Asia and beyond, building strong relationships with gyms and routesetters.
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