Credits: Independent Studio & konigshausen.com | Creative Director: Amal Al Marri
Salt is a Dubai-based restaurant which promotes community spirit, solidarity, and enjoying the simple little things, with outdoor events and pop-ups to bring people together.
The COVID-19 crisis posed a challenge for the institution, which lead to the creation of the Hard Softies, a sub-brand that put Salt on the move.
The Salt Hard Softies campaign is a nod to a previous campaign by Salt, the Mango Box, inspired by a local tradition of sending mango boxes to friends and family in summer. Keeping this tradition alive in times of lockdown, we came up with the idea of boxes of ice creams made of fresh produce grown by local farmers from the UAE, India, Pakistan etc. and delivered to the individuals of the Salt community.
The Hard Softies campaign’s identity brings forward the spirit of sharing little joys, despite the global lockdown.
The logotype is made of a custom typeface, designed to convey the warm, friendly and cheerful feeling that Salt is all about. It easily adapts to all flavors and applications, and resonates with the young target audience.
The colorful packaging line comprises of ice cream pints, greeting cards, cone sleeves, tie-dye t-shirts, origami masks, and the famous box, distributed by a van that toured the United Arab Emirates and the Kingdom of Saudi Arabia to satisfy the large customer demand. The ice cream box was designed to be customizable by a wide variety of stickers, and personal greeting cards. Inside, it honors the farmers who have collaborated with Salt on the campaign, with their fresh grown produce, promoting local production.
Spatial design also came into play with the introduction of the mango element in different Salt branches. My role in the team working on this campaign at INDPT was not limited to the design of the identity and packaging line of the large-scale project: it englobed the marketing strategy, retail strategy, and conceptualization of Hard Softies. The campaign went viral on social media, with more than 5000 Instagram posts and stories of the people of Salt, sharing joy during challenging times.
Campaign Creation, Research, Strategy, Marketing, Brand Identity, Space Branding, Packaging, Customer Experience, Uniforms, Set Design
Date: 2020
SALTED CARAMEL LAUNCH
To launch Salted Caramel, we created a festival at Kite Beach that centered around the theme of a Winter Carnival. We took this chance to invite everyone out again and have a sweet (and salty) experience with friends and family.
LEMON LAUNCH
To launch Salted Caramel, we created a festival at Kite Beach that centered around the theme of a Winter Carnival. We took this chance to invite everyone out again and have a sweet (and salty) experience with friends and family.
SALT x OUNASS x SKIMS
Shapewear brand SKIMS recently launched in the Middle East, exclusively on luxury e-tailer Ounass. A space activation was created inside SALT Kite Beach, offering new menu items and transforming the place with a color palette inspired by the brand.
SALT x Fenty Skin
Fenty Skin just launched their skin care line for the first time in the Middle East. To introduce their pop-up ‘The Island’ in Dubai, SALT was invited to create a new menu inspired by the ingredients of Fenty Skin’s products: Cherry Coconut Softie, Barbados Breeze, and Melon Mama Juice.
