The brief required a logo and takeaway bag design to be completed within a 7-day timeline.
Within this short timeframe, I developed a creative logo, concise brand guidelines, a takeaway bag design, and a proposed social media style.
I later revisited the brand to create a short promotional video that emphasized the tagline: “It’s not a ______ without Salt & Knot.”
The logo is designed to reflect the many shapes a pretzel can be twisted into. The playful pretzel icon doubles as an ampersand and subtly resembles an anchor, reinforcing the brand’s beachy themes. The logo is adaptable across various colorways to suit different backgrounds and is accompanied by illustrative icons that visual interest and personality to the brand’s identity.
The proposed social media presence for the brand is beachy and playful, evoking carefree days in the sun with family and friends. Imagery of smiling faces and clear blue waters reinforces the lighthearted spirit the brand aims to represent.
I extended this association in the storyboard for the promotional video, positioning Salt & Knot pretzels as the perfect companion for a relaxing beach day. The goal was to make bringing Salt & Knot to the beach feel like a no-brainer.
