2012
Saltwater offers an innovative seafood experience designed to introduce a fresh culinary trend within the dynamics of mall food courts.
The brand focuses on fast-casual seafood and differentiates itself within the market by emphasizing its light, fresh, and fun aspects. Kite C.S. first developed the brand strategy for Saltwater, establishing a market positioning that revolves around the nutritious, pescetarian, and interactive personality of the concept.
This strategic positioning directly informed the comprehensive packaging system and brand identity. The logotype, custom character mascots, vibrant color palette, and versatile library of visual elements all combine across the packaging and touchpoints to create a distinct identity that stands out in crowded food courts while reflecting the unique quality of the brand offering.
This strategic positioning directly informed the comprehensive packaging system and brand identity. The logotype, custom character mascots, vibrant color palette, and versatile library of visual elements all combine across the packaging and touchpoints to create a distinct identity that stands out in crowded food courts while reflecting the unique quality of the brand offering.