THE SALT HOUSE
BRAND IDENTITY
The Salt House is a conceptual coastal wellness retreat specializing in sea swimming and mindfulness practices. Based on the North Cornwall coast, this fictional retreat center offers intimate weekend experiences for small groups seeking restorative solitude through daily dawn sea swims, contemplative practices, and connection to elemental coastal landscapes. The brand emphasizes cold water therapy and wild swimming over traditional spa luxury.
THE OBJECTIVE
Create a brand identity that captures the elemental, restorative nature of cold water swimming and coastal mindfulness without falling into beachy resort aesthetics. The visual system needed to feel sophisticated and calming, appeal to wellness-seekers wanting authenticity over luxury, and convey the intimate, transformative experience of returning to the sea as a practice of renewal and presence.
THE RESULT
A refined, elemental identity inspired by Scandinavian coastal minimalism and Japanese wabi-sabi principles. The soft palette of sage, driftwood gray, and deep ocean blue evokes early morning swims and misty horizons, while flowing script typography and subtle wave illustrations create quiet elegance. The brand materials—from welcome cards featuring Virginia Woolf's meditations on water to letterpress business stationery—establish an atmosphere of contemplation and restoration, positioning The Salt House as a sanctuary for those seeking to reconnect with the healing rhythms of the sea.
