Salt Dove Soul Food
Tradition, designed for today.
Salt Dove Soul Food is a celebration of heritage cuisine - recipes passed down through generations, reimagined for a modern audience. They needed a brand that honored their roots without feeling like a relic, one that could live on a takeout bag and a fine-dining menu alike.
I built a complete visual identity from the ground up - strategy, logo system, brand guidelines, packaging, and menu design. Every detail reflects the warmth, soul, and craft behind the food. The result is a brand that feels as intentional as the cooking itself.
The Approach
Roots First
Before I touched a pixel, I spent time understanding the family stories, recipes, and rituals behind Salt Dove. Brand strategy started with listening - then translating that authenticity into every visual decision.
Warmth Through Craft
The identity draws on hand-set type, warm earth tones, and tactile textures. Nothing stock, nothing sterile. Every element is designed to feel as handmade and intentional as the food on the plate.
Menu as Brand Experience
The menu isn't an afterthought - it's the first impression for most guests. I treated it as a brand touchpoint, designing it to tell the Salt Dove story before the first bite lands on the table.
