Concepts

Salt

Salt is the most basic ingredient. When you ask people what life would be like without salt, they’d say it wouldn’t have much taste. SALT was introduced in 2014 through a #FindSalt campaign on Instagram. We distributed 100 salt shakers to people and asked them to take photographs of it in places or with people that meant a lot to them. We wanted to find out who means the most to our customers and discover the places that they like to go.

We listened. Our customers determined the many SALT locations and continue to influence the look and feel of the brand. Whatever we are today is because you asked for it.