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.