Salt +
Smoke

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Packaging
Branding
Stationery

smoking raw
ingredients over
beech wood

The
Brief

Based in Pembrokeshire, Salt + Smoke produces handmade, award-winning beechwood-smoked salmon. Their speciality is using ancient smoking methods to infuse the fish with a delicate, smoky essence. Their artisanal approach and unique flavour sets them apart from industry competitors.

Salt + Smoke reached out to Monddi for a new brand identity; an established yet contemporary look, with a colour palette reminiscent of the sea and the smoking process itself. This new brand identity also needed to appeal to their target audience — individuals seeking locally sourced ingredients and foodies looking for high-quality products.

The
Project

To create a new brand that looked established and professional, we avoided overused design styles. Instead, we focused on the heart of Salt + Smoke’s operations: the salmon. Sourcing the finest salmon, meticulously chosen for its freshness and quality, is where the journey begins. For this reason, highlighting the salmon instead of the smoking process makes the brand instantly understandable and recognisable.

the right
balance

The
Solution

Keeping in mind the client’s target audience (lifestyle, foodie, and Welsh), we designed an identity based on a strong, contemporary typeface. The chosen typeface perfectly balances out the brand mark, a traditional illustration of an Atlantic Salmon. This creates a harmonious and versatile brand mark with a strong nautical feel, which can be used flexibly on all marketing platforms.

Discover our design services to see how we could help your business.

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“From the start, we knew we wanted to work with a local company with a history for pushing the boundaries and making a brand stand out. Monddi gave an impressive pitch and the whole process from start to finish far exceeded our expectations, I cannot recommend them highly enough.”

Josh, Owner

Salt + Smoke

smoking raw ingredients over beech wood

The Brief

The Project

the right balance

The Solution