Attic Salt: 70 Locations, One Magical Mall Brand Identity
OUR GOAL —After two decades in business, one name change and the growth of 70 locations, Attic Salt needed a singular brand identity—to unite past & future, physical & digital, corporate & community.
KEY SERVICES —Through audits, design sprints, mind-maps, strategic visioning & ecosystem-sourced creative direction, the group work team delivered a refreshed brand identity for Attic Salt.
✹ Brand Strategy
✹ Strategic Communications Development
✹ Graphic Design
✹ Logo Design
✹ Art Direction
✹ Store Experience Design & Development
✹ Custom Iconography
✹ Campaign Storytelling Development
THE RESULTS —
① Brand Identity & Design Development, Bringing Bold Strategy to The Mall Experience
Informed by mall science, the vibrancy of creative communities and the diversity behind Attic Salt’s 1,000+ SKUs, group work created a comprehensive brand ecosystem that would take the story of Attic Salt into the future.
We developed a design strategy that would uniquely meet the brand’s 70+ stores’ creative production needs and constraints, while still embodying best practices for ecommerce.
② Brand Values, Messaging & Communications Uniting The Inner & Outer Attic Salt
From ecomm copywriting to in-store signage, Attic Salt needed a brand voice that reflected its customers’ and communities’ core values.
Through frame-worked priority maps and collaborative design-thinking, we identified the brand’s practical and emotional true north, updating its mission, vision, values, voice and tone for the company’s internal and external communications.
③ Warm & Playful Creative Direction & Custom Iconography For The Attic Salt Universe
At Attic Salt, every product tells a story. And every gift builds a world. We thought the brand’s visual identity could mirror the same.
Representing the brand’s product zones, core values and traditions, we combined landscape imagery, custom iconography and contrasting colors to manifest an aesthetic that could hold the vibrant diversity of Attic Salt’s product lines, branded collaborations and customer base.
④ Bold Graphic Design For In-Store, Ecommerce, Social & Email
The future of Attic Salt includes atticsalt.com. To round out the rebrand’s implementation, we identified renewed communication strategies, font systems and editorial design for the company’s social media, graphics, campaign storytelling and digital merchandising.
With every decision, we strengthened the links between Attic Salt’s virtual presence and in-store experience.
⑤ A Logo Design That Evolves
To complete Attic Salt’s newly branded universe, we created a logo to complement the brand’s historic mark, reflecting updated, organic textures and an animated feel.
To learn more about Attic Salt, find a location or visit atticsalt.com.
