Salty Bitches
A group of Latina friends came together to create a brand named Salty Bitches, specializing in cocktail rimming salts and cocktail kits.
They had created an extensive and comprehensive brand story and marketing and media plan; however, they did not yet have a brand identity. Salty Bitches was in the early stages of brand development and needed assistance transforming their ideas into a visual brand. They were starting from a blank canvas!
The beautiful thing about starting from a blank canvas is that the possibilities are endless! In collaboration with Axiom of Purpose, together we developed Salty Bitches’ brand identity, established brand guidelines, and designed a catalogue of marketing materials for the Salty Bitches internal team to use.
Axiom of Purpose provided us a beautiful brand foundation.
"Salty Bitches know that life can be a beach, but everything is better when your besties are there to celebrate the good times and support you through the tough times, preferably with salt-rimmed beverages and even saltier comebacks for everything life throws our way. Salty Bitches is an ode to friendship and fun, encouraging salty bitches everywhere to fully own our sass and our entire selves.”
Before designing anything, we dove into the brand story and marketing plan to better understand where Salty Bitches came from and where they wanted to go. We researched their competitors and examined trends to identify what others were doing right and wrong, and where Salty Bitches could fill in the gaps. Here’s the mood board she created after doing all that research:
Based on the brand story, we drew inspiration from the alchemy symbol of salt, the Aztec symbol of friendship, the symbolism of a sunflower, and a sprinkle of magic that every Salty Bitch possesses.
“Together, these elements create a powerful visual representation of the Salty Bitches spirit: a community that embraces its salt, celebrates friendship, and shines with joy and authenticity.”
We knew from the early stages of research that we had to use a unique, bold, strong, and diverse font to represent the essence of who a Salty Bitch is.
In addition to establishing the brand identity, we created the brand guidelines, designed the company’s slide deck template, developed t-shirt designs, assisted in colorizing the brand archetypes (illustrated by Cazi, a talented tattoo artist), and created posters.
We were able to provide Salty Bitches not only with a visual brand but also with tools to market and scale their new company.
The beautiful thing about starting from a blank canvas is that the possibilities are endless! In collaboration with Axiom of Purpose, together we developed Salty Bitches’ brand identity, established brand guidelines, and designed a catalogue of marketing materials for the Salty Bitches internal team to use.
Axiom of Purpose provided us a beautiful brand foundation.
"Salty Bitches know that life can be a beach, but everything is better when your besties are there to celebrate the good times and support you through the tough times, preferably with salt-rimmed beverages and even saltier comebacks for everything life throws our way. Salty Bitches is an ode to friendship and fun, encouraging salty bitches everywhere to fully own our sass and our entire selves.”
Before designing anything, we dove into the brand story and marketing plan to better understand where Salty Bitches came from and where they wanted to go. We researched their competitors and examined trends to identify what others were doing right and wrong, and where Salty Bitches could fill in the gaps. Here’s the mood board she created after doing all that research:
Based on the brand story, we drew inspiration from the alchemy symbol of salt, the Aztec symbol of friendship, the symbolism of a sunflower, and a sprinkle of magic that every Salty Bitch possesses.
“Together, these elements create a powerful visual representation of the Salty Bitches spirit: a community that embraces its salt, celebrates friendship, and shines with joy and authenticity.”
We knew from the early stages of research that we had to use a unique, bold, strong, and diverse font to represent the essence of who a Salty Bitch is.
In addition to establishing the brand identity, we created the brand guidelines, designed the company’s slide deck template, developed t-shirt designs, assisted in colorizing the brand archetypes (illustrated by Cazi, a talented tattoo artist), and created posters.
We were able to provide Salty Bitches not only with a visual brand but also with tools to market and scale their new company.
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