Pinch

Pinch is a passion project co-created by myself and brand strategist and food photographer Zaira Asis. As self-proclaimed salt lovers, we noticed a gap in the market: while categories like olive oil, condiments, and pickles have received vibrant updates from brands like Graza, Potluck, and Hot Girl Pickles, the world of salt remains formal, lacking in playfulness and unique flavors. Salt is a remarkable, essential ingredient with a deep history, yet it's often overlooked despite its power to elevate any dish. As Samin Nosrat says, “Salt... enhances flavor and even makes food taste more like itself... salt brings food to life.”

The salt market today is fragmented, led by giants like Morton’s, Kosher, and Maldon, with just a few artisanal players such as Jacobsen and Pineapple Collaborative. Through our research, we found that most people prefer to sprinkle salt by hand, often keeping a small dish by the stove for easy access. So, we asked ourselves: why not create packaging that doubles as the perfect countertop container?

Meet Pinch, a spark for those who like to get a little salty in the kitchen. Pinch is for home chefs who embrace creative, hands-on cooking with responsibly sourced ingredients. Regular sea salt, salt and vinegar, and sweet and salty flavors. Our branding is full of vibrant colors and unexpected combinations, designed to feel like something you’d want to keep on display right next to your stove. The logo is evocative, yet balanced by subtle design elements, making the overall look both playful and sophisticated.

Our product photography brings Pinch to life, capturing the essence of quality ingredients and celebrating the beauty of food. Shot in a cozy home kitchen reminiscent of a relaxed apéro gathering with friends, the imagery is colorful, dreamy, and welcoming, reinforcing that cooking with Pinch isn’t just about seasoning—it’s about adding a touch of creativity and joy to every meal.