Restaurant
SaltBrush
Role:
Creative Direction
Identity Systems
Graphic Design
Messaging
Saltbrush was born out of a passion for food, wine and gathering friends together. Partners Neil Grant and Erik Johnson met at a local wine event in Boise in 2020 and immediately discovered their shared background in the restaurant industry. Neil owned and managed three restaurants in his native South Africa, while Erik, who grew up in Boise, spread his wings as an executive chef in the California wine country. What started as a friendship grew into developing a shared vision of creating a space that has a warm, accessible ambiance with world-class cuisine and wine. Saltbrush was created to provide Boise with elevated dining uniquely combined with a warm, inviting feel.
After wrapping up the Vinspire project, Chef Erik, Neil and I began working on naming and messaging for Saltbrush. Over drinks, dinners, and good conversations we spent the next year and a half building the visual identity. As we worked through the concepts, the architect Tristan Du Plessis was working on the interior design, when eventually we met in the middle and found the perfect blend of mid-century modern meets' art deco.
Every touchpoint of the business, from print to digital, was designed to emulate a sophisticated yet casual environment that brings a unique experience to the treasure valley. Signage was designed and installed by Trademark. I worked with Neil to create a simple but visually appealing website that we sent to Lately, who built the back end and put together a marketing plan for Saltbrush to execute on. Photo direction was provided in the early concepts and executed on by Peter Lovera.
Approach
Phase 01: Consultation
Meet with client to identify vision for their new concept.
Phase 02: Research
Research possible directions and inspiration.
Phase 03: Design
Design 6 visual identity systems to present.
Phase 04: Test
Test identity systems scalability and compliance.
Phase 05: Document
Document assets for brand consistency.
Phase 06: Adoption
Adopted by owner with provided assets.
The Problem
The Treasure Valley is saturated with pubs and steak houses, making it hard to find a restaurant that brings a fresh approach to the food we eat. In addition, the service industry here lacks the level of professionalism and attention to detail that most major cities have. This creates an environment that feels less of a treat and more of a pain. We wanted to create something that felt fresh, yet familiar, with a blend of classy and casual.
The Objective
To create a visual identity and experience that feels relaxed and casual but also sophisticated and elevated. The overall direction should mirror the design decisions by the architect and feel visually unique to other establishments in the area. The overall approach should showcase that Saltbrush is run by professionals and provides a unique experience, from its wine selection to the unique menu and other offerings.
The Solution
The logo was designed by combining 3 different fonts to make a unique mark that nods to the art deco inspiration, paired with a symbol that utilizes a modernist approach to representing a salt brush plant. The menus’ language is playful and designed in such a way that makes you feel like you’re going to have a nice experience. Uniforms, website and other treatments to the space were designed with the same consideration.
