Saltwolf
Made for Designers by Designers
Saltwolf is a high-end contemporary upholstered furniture line created exclusively for the trade interior design market. Created by an interior designer, Saltwolf aimed to disrupt a conservative and slow-to-adapt industry by offering high-quality, American-made furniture with fast turnaround via an efficient online platform.
BRAND POSITIONING
LOGO & VISUAL IDENTITY
PHOTO ART DIRECTION
PRINT DESIGN
VEHICLE GRAPHICS
Sophisticated but not serious. Honest but not simple.
Saltwolf joyfully embraces juxtaposition: classic and contemporary; old and new; natural and urban. Saltwolf is offbeat, but never misses a beat. New modern. Expressing quirky optimism and a storied life. Saltwolf is comfortable in the city wearing a crisp Brooks Brothers shirt. Or equally, in a hideaway cabin in the middle of the woods. Saltwolf appreciates raw materiality, while also inhabiting rarified air. Overall, an expression of balance and exuberance.
Well-travelled and well-heeled. At ease and ready for adventure.
The logo form was inspired by the crystalline structure of salt, held within the more feminine shape of a circle. Together with a custom reverse-contrast logotype, the design elements express a tension of opposites that is at the core of the Saltwolf brand (and the couple that founded it).
Saltwolf’s furniture is shot in homes with vividly idiosyncratic styling. Symmetrical compositions position the furniture in center stage. Models are eclectic, looking directly at the camera with relaxed, self-assured expressions and a sense of joy.
“Working with Amy has been an enormous boon to our business. She is a joy to work with, but more important than that, she is thorough and intensely strategic. From competitive analysis to customer profiling through to art direction for our photoshoots, Amy always delivered beyond expectations. Having worked previously with large and expensive agencies, I can honestly say that Amy delivered their equivalent in value and output. But instead of managing an overbearing team, we got to work with an easygoing, kind, and generous individual. We cannot recommend her enough.”
– Jordan Williams, CEO/Co-Founder, Saltwolf