Salt Beauty Lab’s Evolving Brand
The Challenge:
Salt needed a new upscale identity that reflected the luxury services and evolving salon. Salt’s purpose is to help enhance your natural beauty in a positive environment. Their aim is to provide luxury services in a setting that invites you to come as you are. Thus, the brand needed to be clean and modern, while still being warm and inviting.
The Insight:
The existing logo had great bones and a strong concept, but needed some refinement and a bit of a face lift. The client wanted more flexibility with a bigger impact across all of their materials and website. We embarked on a rebrand that has continued to evolve and expand over the last few years. Solutions don’t have to happen overnight. From the initial 4-6 week logo and website project, we continued to expand the brand assets to signage, murals, print materials, social assets, and more.
The Solution:
Multiple marks were created for flexibility and brand longevity. These marks also create great variety across the brand applications. Each logo ties the tilted Salt symbol in with other contrasting elements to evoke Salt’s goal aesthetic: welcoming, yet edgy and forward thinking. This combined with the organic shapes gives a lot of room for play and additional variety across all brand materials. Salt never wanted to feel stale or boxed in. Equipped with a flexible and fun brand Salt has continued to evolve and expand on their brand.