A four month, process based branding project done for a specific subculture of your choosing –– say hello to SALT CO. the surfing subculture's favorite local spot.
It all started when a local family...
wanted a place for their community gather and hang out.
Founded in 2009 in Encinitas, California, SALT CO., wanted a localized, comfortable, approachable coffee shop and brewery right near the beach. This local family dreamed of catering to the local crowds ––an easy place to snag a coffee to go in the morning before work, surf or daily activities as well as a comfortable hangout to drink a few brews after a long day in town.
SALT CO. is located at 92 N Coast Hwy in downtown Encinitas, California 92024, just seconds from the beach on the main strip.
Simple but catered right to the needs of the community's life. A quick bite or coffee and a brew? This was the place to go.
With the extended daily hours, this coffee shop was intentionally designed for those working hard during the day and then even harder in the water before and after. Always open for a bite to eat or a drink anytime!
This coffee and brew shop was also to serve as a social venue. Movie premieres and parties are a huge part of the surf industry. To get this word out about events, I decided to hone in on what the community was kin to: interconnectedness and connection to daily social media.
This coffee and brew shop was also to serve as a social venue. Movie premieres and parties are a huge part of the surf industry. To get this word out about events, I decided to hone in on what the community was kin to: interconnectedness and connection to daily social media. I constructed a flyer that would be thrown up around town and a social media post from the SALT CO Instagram. Those attended would also walk away with a poster from the premiere which they could hang up on their walls at home!
A set of three house beers among the many others offered at SALT CO.
A simple line drawing paired with some simple typography rounded out the feel and essence of SALT CO to its very core.
Stop in and say hey, surfer or no surfer, we'd love to meet you!