15 Oct 2024

Designing A World First In African Luxury Artisan Salts

N/UM is a brand of luxury quality artisan salts proudly hand-harvested from Africa. PURE was appointed to develop the brand strategy, product name, positioning tagline, brand identity, packaging and label design.

  • Brand Strategy
  • Naming
  • Logo Design
  • Brand Identity
  • Brand Guide
  • Copywriting
  • Content
  • Packaging
  • Labels
  • Consulting

The name N/UM originated from the Khoisan people and directly translates to “potent healing energy”. The company’s founders Chef Kudzai and Awa, were inspired by the ancient healing practices of the Khoisan. Mineral-rich salts are sourced and hand-harvested from the Kalahari desert, the Baleni geothermal spring and the cold Atlantic Ocean. The salt is harvested using traditional techniques that date back thousands of years. This technique ensures the highest quality, preserve their mineral content, unique flavours and colours.

N/UM has successfully launched internationally and is fast becoming the go-to salt of choice for leading celebrities, chefs and haute cuisine establishments. N/UM salt has also been discovered by mixologists in trendy bars across the globe! The salt enhances flavour and balances sweetness and acidity, making it perfect for cocktails as it can highlight certain notes, suppress bitterness, and add a textural component.

To visit N/UM head over to their website at https://www.n-umorigins.co/

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