Orange is now called Salt.

When Orange – one of the three major telecom providers in Switzerland – underwent a rebranding, to launch a new identity and campaign was a matter of utmost concern. Today, we live in a world on the move, and we connect with family, friends, work and content from wherever we want. Renamed as Salt, the operator’s sheer ambition is to provide the very essentials for our contemporary mobile life. Simple, sincere and personal. Nothing more, nothing less.

My work included writing complete brand aesthetics manual, creation of multi-channel campaign platform, graphic design, packaging design, retail design, etc. With creative direction by Michael Brauchli and photography by Judith Affolter. Core brand approach created by Prophet, London.