Salt was founded in 2005 by two brothers who shared a passion for great food and hospitality. They launched in Qatar and then expanded across the Gulf area. What sets Salt apart from other burger joints is their commitment to using only the freshest ingredients and preparing daily everything from scratch. From their hand-formed patties to homemade sauces, every item on their menu is made with care and attention to detail.

My mission was to create a brand identity that emphasizes the brand mantra and gives Salt an adventurous spirit to celebrate their presence at the Asian Cup Qatar event 2024 which was held in Boulevard Lusail, Doha, Qatar.

Hi, my name is "Salty"

"SALTY" is inspired from the reason behind the brand name “SALT”. The sea was the primary source of Qatar’s economy and it was famous for prospecting for pearls and producing salt. Salt is rare same as expensive pearls but simple people used to harvest it.

That’s why I thought of the salt sprinkler as the main brand icon which could be morphed into a character that acts as the brand ambassador, having adventures in different situations. I designed the character in a way that gives space for creativity to be part of different themes of the ongoing events and join the community with SALT‘s spirit that we want to engrave in our customers’ minds.

Salty has many talents and hobbies to share with his audience, so be ready to explore more about how adventurous, happy & talented he is.

Character Design

Character Structure

Official Brand Icon

Brand's Graphic System

I designed the brand illustrations, stickers & patterns that could be used across brand collateral, packaging, restaurant interior design and merchandising material.

A Glimpse from The Brochure

Social Media Look & Feel

Interior Design Moodboard

Salt was expanding its branches across the Middle East, with the first location following the launch of our newly developed visual identity opening in Bahrain. The client commissioned an interior design mood board that embodied the brand's essence while incorporating the updated graphic system we had created. I crafted a luxurious industrial mood board to visually translate the brand's core values and collaborated closely with the 3D designer to deliver the final execution.

3D Modeling Results

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