Salty Bitches
the challenge
A group of Latina friends came together to create Salty Bitches, a brand of cocktail rimming salts and cocktail kits.
They had a detailed brand story and a full marketing and media plan, but no brand identity yet. Salty Bitches was in the early stages of brand development and needed help turning their ideas into a visual brand. They were starting from a blank canvas!
the approach
The beautiful thing about a blank canvas is that the possibilities are endless! Together with Axiom of Purpose, who laid a beautiful brand foundation, I developed Salty Bitches’ brand identity, established their brand guidelines, and designed a catalog of marketing materials for their internal team.
Before designing anything, I dove into the brand story and marketing plan to understand where Salty Bitches came from and where they wanted to go. I researched their competitors and looked at trends to see what others were doing right and wrong, and where Salty Bitches could fill the gaps. Here’s the mood board that came out of all that research:
Inspired by the brand story, I drew from the alchemy symbol for salt, the Aztec symbol of friendship, the symbolism of the sunflower, and the sprinkle of magic every Salty Bitch has.
Early in the research, I knew the brand needed a unique, bold, strong, and diverse font to capture the essence of a Salty Bitch.
Beyond the brand identity, I created the brand guidelines, designed the company’s slide deck template, designed t-shirts, helped colorize the brand archetypes (illustrated by Cazi, a talented tattoo artist), and created posters.
In the end, Salty Bitches got more than a visual brand. They got the tools to market and scale their new company.