Salt of the Earth

A men’s outdoor apparel brand gets the perfect identity


Salt of the Earth: A person of great worth and reliability; fundamentally honest and good.

Being called ‘the salt of the earth’ is quite a compliment. The expression is Biblical in origin (Matthew 5:13), and it is believed that the use of ‘salt’ in the expression is a reference to its value at the time. As the name suggests, this startup—founded by civil engineer turned purpose-driven entrepreneur—creates exceptionally crafted, long-wearing men’s apparel, tools and gear that are manufactured with integrity in the USA for people who live life on purpose.

Date: 2018
Brand Strategy
Brand Identity
Product ID
Style Guide


Funnel through a plethora of strong ideas to create a single, concise identity for the brand.

After a few of our legendary poking and prodding sessions, we uncovered an important belief of the founder: There is an epidemic of consumerism around the world, and the cost of producing junk is having an adverse effect on our environment. Josh has a long-term vision to build a brand that is more about supporting our Earth than just making a profit. We took inspiration from the name to build the brand around the virtues of goodness and decency. Salt of the Earth people are adventurous and love connecting with nature. They’re at peace in the mountains, on the lake, at the beach, and in the sun. SOTE are also fervent minimalists and craftsmen who live simple, purposeful lives because they are led by their passions. This became the sacred concept to bring to life with the brand identity.


The words “masculine, refined, minimal, noble and outdoors” became our guiding lights for the design look and feel.

With a desire to send a message of minimalism and environmentalism, we created the tree logo growing from a sprinkle of salt in the earth as a symbolic reflection of Salt of the Earth’s values of respecting the earth, their belief in simplicity, and the heirloom quality pieces that will grow and nurture the customer through a lifetime of adventure.

“When we first approached Motto, our goals were big. The team helped define our purpose and what it means to be Salt Of The Earth. We couldn't be happier with their creativity and passion for helping others. It shows in everything they do.“

Joshua Perry Founder, Salt of the Earth

Let’s Work Together