Salt London

In 2017, Sofia Franc launched her own restaurant and hospitality consultancy and training business, driven by her passion for inspiring and empowering others in the industry. Recognising the importance of branding and design in conveying her unique approach and vision, Sofia partnered with us to develop a comprehensive brand identity that would reflect her values and resonate with her target audience.

Discovery Phase:

Our collaboration with Sofia began with strategy: story, vision, values, and aspirations for her new venture. Through extensive consultations and analysis, we gained valuable insights into Sofia’s approach to hospitality and her commitment to fostering teamwork and excellence at all levels. This groundwork laid the foundation for our creative process, informing our brand strategy and visual direction.

Brand Strategy:

Drawing inspiration from Sofia’s role as a catalyst for transformation in the hospitality industry, we developed the concept of “Salt” as the central theme for her brand identity. Like salt, Sofia enhances the flavours of businesses and teams, bringing out their best and adding depth to their offerings. This concept captured Sofia’s essence as an essential ingredient in the recipe for success, without confining her to a specific niche within the industry.

Visual Identity:

The visual identity for Salt was carefully crafted to reflect Sofia’s warm and approachable demeanour, while also conveying sophistication and professionalism. Inspired by the delicate patterns left by salt on watercolour, we created a unique visual motif that symbolised Sofia’s impact rippling outward. The color palette, derived from the hues of salt and watercolour, evoked a sense of tranquility and refinement, while Sofia’s handwritten signature added a personal touch to the brand mark.

Brand Implementation:

We applied her identity across relevant touch points, including business cards, stationery, presentation templates, and a website. Each element was meticulously designed to ensure consistency and coherence, reinforcing Salt’s brand identity and message at every interaction with clients and partners. By aligning the visual identity with Sofia’s values and aspirations, we created a cohesive brand experience that resonated with her audience and set Salt apart in the competitive hospitality landscape.

Results:

Since the launch of the Salt brand, Sofia has garnered positive feedback from clients and partners alike, who appreciate the brand’s authenticity and professionalism. The cohesive visual identity and compelling messaging have helped Salt stand out in a crowded market, attracting new clients and opportunities for growth. Sofia’s dedication to her craft and her commitment to excellence continue to drive the success of Salt, positioning her as a trusted advisor and mentor in the hospitality industry.

As Salt continues to grow and evolve, we are proud to have played a part in shaping its success and look forward to supporting Sofia on her journey to even greater heights in the future.

“From the moment I met WHAT I felt that they were on my side. Getting to know me and how I approach each project in such a personal way, made me feel confident and reassured that they were going to create something very special. Through creative ‘salt’ artwork, studying my handwriting and guiding me so patiently through the world of social media, they have shown great awareness and sensitivity. WHAT have helped me launch my business, Salt, in more ways than I could have imagined. They have created a brand that shows the many different elements of the business and fundamentally, how my approach to each project is personal. Salt strategy and coaching isn’t textbook. It comes from understanding what drives each business and gives them the tools and support to achieve great things. Wendy and Tim truly understood this and were a pleasure to work with. Thank you.“

SOFIA FRANC. SALT LONDON