When Fashion Meets Hygienic Innovation
Like salt to the earth.
Driven by their passion for nourishing the human spirit, Salt creates durable, hygienic, odor-neutralizing athletic equipment to enable players to perform and live well. Athletic communities benefit from the positive implications of their technology, and their products allow athletes (and their families) to focus on performing rather than the hygiene and maintenance of their equipment.
Upon entering a new stage of maturity, the founders approached a small studio to help overhaul their identity; enabling them to reach a wider audience. We worked with them to create a mature, refined identity that fell in-line with their growing vision for the company.
Prior to building out the visual identity, we were tasked with developing a new name for the company. The old name, Evo, sounded progressive and worked stylistically. However, it didn't speak to their products, technology, or ethos as a faith based company. After our workshop, and multiple rounds of ideation, we landed on Salt. Salt adds freshness, speaking to the science behind the product.
When exploring the physical nature of the product we were inspired by the fabric’s durability, as well as the innovative engineering behind it. Concepts of weaved fabric, and overlapping patterns represent a strong bond created by smaller connected forms. You often find similar patterns in nature, such as salt rock clusters, or ponds used for salt production since the time of the Incas.
We distilled this idea to show the form and function of the product in an elegant way. While portraying a literal depiction of the salt mineral, we incorporated a subtle infinity symbol to represent durability. Within the negative space, a cross hatching pattern represents another nod to fabric, like the laces on a pair of cleats or a soccer net. What's left is a bold but elegant mark that feels both active and aspirational.
While the brand's backdrop is black and white to maintain maturity, a vibrant green accent color was adopted to grab attention. Athletic fields around the world influenced the adoration of the color, while t community inspired the hue.
When searching for typefaces, a major focus was aligning them with the more mature direction. Tabac Glam popped out at us for how well it balances elegance with a bold attitude. When coupled with HK Grotesk, it can shout as loud as it needs to without losing composure.
"I loved working with a small studio. If I could do the process over again, I would in a heartbeat."
Operations at Salt
Since launching in 2019, Salt has continued to expand, partnering with professional athletes and soccer clubs across the country.