Branding and creative direction for Saltnicity - Smoke Shop

Armando came to us with a clear mission: to level up Saltnicity's digital presence, grow its community, and assemble a creative team capable of pushing innovative ideas—all while staying true to their pop-culture DNA. Our strategy balanced trend-forward content with authentic engagement, transforming their social platforms into vibrant hubs where memes, nostalgia, and cutting-edge visuals collide. By curating a mix of viral-worthy posts and strategic collaborations, we didn’t just boost metrics—we built a loyal following that sees Saltnicity as a cultural curator, not just a brand.

Born as a bold alternative to traditional smoking, Saltnicity evolved from a pandemic-era challenger into a trendsetting force in vaping. Through supply chain hurdles and market shifts, they’ve stayed ahead by obsessively tracking trends and crowdsourcing preferences, turning customers into collaborators.

Their physical store reflects this ethos: a space where every visitor feels like part of the crew. From limited-edition flavor drops to interior design that vibes with meme culture, Saltnicity isn’t just selling products; it’s curating a lifestyle where adaptability and audience obsession reign.

Saltnicity's visual identity evolved from monochrome to vibrant, keeping its disruptive core while embracing bold color pops. The logo (a clever fusion of a dollar sign and vape) became an instant cultural badge. We crafted shareable content with polished photomontages and trend-savvy templates, tapping into movie releases and viral moments to stay relevant. Every design choice reinforced their identity as a hype-worthy brand that doesn't just follow trends, it starts them.

For Saltnicity’s website, we streamlined the purchasing process and ensured seamless product updates through a cohesive design system. I developed the brand’s visual identity, crafted high-impact banners, and launched an intrigue-driven promo video, transforming the site into a fast, fresh, and immersive experience that mirrors Saltnicity’s disruptive energy.

Saltnicity's success quickly spread beyond Valencia, with demand growing across multiple cities. The smartest move? Partnering with Sama Delivery—an agency that not only offered express weekly deliveries but also operated 24/7. This ensured fans never had to wait for their favorite devices, turning convenience into a competitive edge and fueling Saltnicity's nationwide appeal.

Saltnicity leveled up its community engagement by hosting an epic Mario Kart tournament, where we handled everything from seamless logistics to eye-catching social media graphics. The event was a massive hit, blending gaming hype with brand love, and proving Saltnicity knows how to turn followers into fans.

Saltnicity didn’t just sponsor a padel tournament, they jumped into the game. Competing, networking, and celebrating with players, they proved their brand isn’t about watching from the sidelines. It’s about being part of the action.

Saltnicity’s transformation was nothing short of extraordinary, we grew the community from 1,000 to 5,000 dedicated members in under six months, fueled by epic tournaments, strategic partnerships, and sponsorships that went beyond branding to forge real connections. More than just expanding a customer base, we built a movement. Though regulatory changes in Venezuela eventually halted their operations, my time with Saltnicity remains a masterclass in leadership, creative direction, and the power of design to rally a tribe. It wasn’t just a brand; it was a phenomenon that proved how bold ideas, when executed with heart, can leave a lasting impact, even after the final curtain.