side gig supersalt

Side Gig is a new brand created by Anthony Giglio — a writer, educator, and one of the most entertaining wine and spirits authorities on the planet. Giglio’s witty, unpretentious style can be discerned in the weekly “Wine Wise Guy” column he writes for Food & Wine, for whom he is a longtime Wine & Spirits Contributor. SuperSalt — an organic, hand-blended seasoning salt of Giglio’s design — is the first product being brought to market from Side Gig. For many years Giglio has been making and using his SuperSalt for family and friends, but now for the first time he is making it available to everyone. Mangia!

Working with Jennifer, Nick and the Level Group team is an ongoing pleasure. I initially chose them to create a logo and label for my Side Gig SuperSalt, thinking it was a relatively straight-forward process that could be fleshed out via email. Jennifer and Nick’s approach, however, is entirely personal and deliberately thoughtful; I dare say it’s a bit therapeutic, too, requiring a healthy dose of introspection on my part. Over the course of several weeks we met or spoke by phone to dig deep into my personality and thought processes, especially by way of storytelling, until we finally got to the essence of what my brand, logo and product should look like, feel like and convey. The resulting logo, label and collateral is simply stunning. And the feedback from nearly everyone who sees it is extraordinary. I really could not be happier with their work and look forward to continuing our journey together as my brand expands.  

— Anthony Giglio
President, Side Gig


supersalt packaging

brand positioning strategy, concept, design, print management

This package design for the SuperSalt soft launch (not to be used for sale/retail) consists of a 6oz. glass jar, a circular label for the top of the jar, and a long rectangular label to wrap the side of the jar (short enough to be able to get a good view of the SuperSalt inside). Retail package design to come will of course include nutrition and allergy information…

A mix of modern and traditional, the label design incorporates classical details such as the makers signature and batch number juxtaposed with bold, modern black and white typography. The SuperSalt logo was utilized to construct a pattern to be used as a branding device across future marketing materials.


supersalt collateral

concept, design, print management

To accompany the product launch we designed and developed a post card for individuals to take with them from various expos SuperSalt is featured in.

The design relates very closely to the packaging for the SuperSalt — with all pertinent information on one side, and the SuperSalt logo pattern filling the other side.