Salt Shack / Brand Identity Design + Packaging

Salt Shack is a loaded fries bar built around hand cut fries, premium sea salt, and indulgent toppings with a subtle coastal edge. Made for girl dinners, casual date nights, and 3AM post club cravings. For people who chase comfort but care about quality.

The brand focuses on doing one thing exceptionally well. Perfectly cooked fries seasoned at the source with sea salt, finished with refined optional toppings.

Food & Beverage | Brand Identity Design | Visual Identity

Salt Shack started from the idea that fast food does not have to feel careless. The concept was born out of late night cravings and social rituals, sharing fries with friends, texting photos to make others jealous, eating standing outside after a long night.

The inspiration came from coastal food culture, sea salt, and the idea of restraint. Instead of overwhelming flavors and gimmicks, Salt Shack focuses on doing one thing extremely well. The brand was designed to feel like a cult favorite you discover and quietly flex, not a loud fast food chain trying to compete for attention.

The branding process began with defining the emotional role Salt Shack plays in people’s lives. It is not just food, it is a social object. Something you photograph, text, and share. That insight informed every design decision.

The visual identity was built around contrast. Clean, minimal foundations paired with indulgent food imagery. Refined typography balanced with playful, slightly smug brand phrases that feel like inside jokes. Language became a key brand asset, used to create personality without overdesigning the visuals.

The marine concept was distilled down to its essence. Sea salt as a hero ingredient, coastal restraint as a mindset, and rarity through limited crab tastings. This allowed the brand to feel elevated without relying on obvious symbols.

Every touchpoint, from loyalty card to packaging, was treated as an opportunity to reinforce the brand voice. Short, confident phrases were used to encourage sharing and social flexing. The goal was to make the brand feel lived in, collectible, and culturally aware rather than overly polished.

Salt Shack unfolded very organically. The goal was to create something that feels elevated but never stiff and confident without needing to explain itself.

I love how Salt Shack came together and how clearly its personality translates across every touchpoint.

Thank you for taking the time to view my work!