Saltwater offers an innovative seafood experience and aims at promoting a new trend within the dynamics of mall food courts.

The brand focuses on offering fast sea food and differentiates itself contextually by reflecting upon its light, fresh and fun aspects. Kite first developed the brand strategy for Saltwater and came up with a positioning revolving around the nutritious, pescetarian and interactive personality of the brand. The logotype, mascots, colour palette, and variety of visual elements all combine to create an identity that stands out in crowded food courts while still reflecting the exclusivity of the brand offering.