The Salt Room

  • Identity for seafront brasserie specialising in fish & meat


We named and created the brand identity for ‘The Salt Room’ restaurant, sibling to the respected ‘Coal Shed’ owned by entrepreneur Raz Helalat.

The Salt Room is located on Brighton’s seafront and it was our task to develop a visual identity for the restaurant, which celebrated seafood by the sea. The challenge was to create a distinct and fresh identity whilst maintaining visual harmony with its sister brand.


Inspired by its location opposite Brighton’s West Pier, we hunted down original pier drawings, which we transformed into eye-catching blueprints for interior artwork. The ‘Salt Room blue’ was inspired by contact printing which was originally used for these drawings. The drawings and colour formed an integral part of the identity.


Graphic applications included signage, environmental artwork, uniforms, business stationery, feedback cards and a full menu suite including bill folders.

We combined uncoated paper stocks with embossed textures for the bill folders, and rawhide leather menus covers stamped with the logo. The blue prints were reproduced as a set of collectible postcards.

The uniforms were kept informal but smart with denim aprons embroidered with the logo roundel.