Melting the best of surf and yoga community in a spirited identity
Client
The Salty
Project
Rebranding
Wayfinding
Merchandise
Date
2025
The context
Retreats are often framed as quiet, solitary escapes: great for switching off, but not always for switching on. The Salty believes you can go inwards without going it alone. The Salty has been growing steadily across countries, and needed a brand identity that could grow along with it. One that could hold both surf and stillness, both play and pause, without losing its soul.
The idea
To create lively, welcoming escapes that blend surf, wellness, and community, spaces where recharging and connecting go hand in hand. A fresh take on balance that brings the best of both worlds, together, not just on their properties, but throughout their entire online and offline presence.
Identity Design, Wayfinding, & Print together with Sharmaine Zuidgeest, A Mini Studio
Brand Positioning & Tone of Voice in collaboration Lauren Andrews
Motion Design in collaboration with Arno Major
The creation
A mindfully vibrant identity brings this vision to life: fun, real, and full of colour. The gradients draw from shifting skies, soft mornings and glowing sunsets, creating a system that can grow and evolve as The Salty expands globally. A timeless typeface sets a playful tone, while a lighthearted voice runs through every touchpoint, from surfboards to stationery. Together, they make guests feel instantly part of the community. Connected and right at ease before they even arrive.
