Salt London

Hospitality consultant and trainer Sofia Franc launched Salt London a business built on the belief that great hospitality is driven by people. We worked closely with Sofia to create a brand that reflected her transformative approach to training and consultancy.

The name Salt emerged from Sofia’s role as the essential ingredient that elevates others. Just as salt brings out flavour, Sofia brings out the best in individuals and teams, subtle but vital. This metaphor became the foundation of the brand strategy.

Visually, we developed a delicate identity inspired by salt’s natural textures, drawing from the patterns left by salt crystals on watercolour paper. A calming palette and Sofia’s own handwriting brought a sense of authenticity to the identity.

We applied the branding across key touchpoints: business cards, presentation decks, stationery and a simple, elegant website that positioned Salt as both approachable and professional.

Salt’s identity now reflects Sofia’s values and personal touch, and has supported the business in standing out in a competitive industry. We’re proud to have helped bring Salt to life and to continue supporting its evolution.

“From the moment I met WHAT, I felt they were on my side. They took the time to understand me and my approach, creating a brand that reflects the many facets of Salt and how personal each project is. Their sensitivity, creativity, and guidance thave helped launch my business in more ways than I imagined. Wendy and Tim truly understood what drives me and were a pleasure to work with.“

SOFIA FRANC. SALT LONDON