The Full Story
Not so long ago—neither yesterday nor in the distant past, but far enough back that it’s now a tale to tell—there lived two stray cats in the vicinity of the local market. Like any creatures in less-than-ideal circumstances, these feline entrepreneurs had to get creative. After all, necessity is the mother of invention, and their story is no exception. The two strays would stealthily "borrow" just enough from the local market to keep themselves well-fed, their fur looking luxurious, and their muscles energised enough to lazily follow the sun’s path across the hot afternoon ground.

Unfortunately, the stalls most frequently targeted by the local alley cats had devised highly effective methods of protecting their goods. Though driven, our two resourceful strays had no desire to end up on the receiving end of a fishmonger’s boot or a butcher’s meat mallet. The bakers, however, were a different story. Being a more docile sort, they weren’t accustomed to fending off mangy alley cats; after all, the smell of their produce didn’t penetrate the alley bins quite as strongly as it did to the noses of early morning cyclists on their way to work. The baker’s stand was an easy target.

The two strays watched as humans gathered around the baker’s stand, exchanging strange pieces of paper for pretzels, croissants, buns, and baguettes. In the evening, the baker would gather up his paper and, in a curious turn of events, trade it for tuna or cod or mackerel.

After many months of quietly dipping into the baker’s basket when he wasn’t looking, the two strays hatched a bold plan. Just this once, they would take more than they needed for a hard day of sleeping and grooming. With their stolen stock, they would set up shop and engage in the strange human game of trading paper for pretzels. Stage two of their daring plan was to imitate the homebound baker and somehow acquire the coveted tuna. However, it was not to be; how they intended to communicate their order to a bewildered fishmonger will forever remain a mystery.

The baker, intrigued by the entrepreneurial spirit of the strays and the fascinated crowd that gathered to marvel at the sight, decided to take them under his wing. In exchange for sunning themselves on his stall and luring market visitors over to his goods, they received a fair share of the baker’s nightly ritual. As all good protagonists deserve to be named in their own story, the two strays came to be known as Salt and Knot.

Brand Identity Development
Salt & Knot’s branding needed to capture the essence of this whimsical story while creating a visual identity that stands out in a crowded marketplace. We approached the project with the following goals:

1. Logo Design: The logo is inspired by the playful nature of Salt and Knot, incorporating elements of their feline grace and the craft of pretzel-making. The primary logo features intertwined shapes reminiscent of both pretzels and the cats' tails, symbolising unity and creativity. A secondary logo was also developed for more compact applications.

2. Colour Palette: The colour palette was carefully curated to reflect the warmth, charm, and artisanal nature of the brand.

3. Typography: The selected font blends a warm, handcrafted feel with modern readability, perfectly complementing the brand’s storytelling approach.

4. Additional Elements: A packaging was developed, that not only protects the delicious goods but also tells the Salt & Knot story. From pretzel bags to coffee cups, each item features elements of the brand’s narrative and colour palette, creating a cohesive customer experience.

Explore Salt & Knot’s World
Salt & Knot is more than just a bakery; it’s a brand rooted in creativity, community, and craftsmanship. Every pretzel, cookie, and pastry is a testament to the story of two entrepreneurial cats who turned their cleverness into culinary magic.

Brand Identity

Branding: Vanda Alexandre-Bruce & William Bruce
Animation: Vanda Alexandre-Bruce