Salt Yard is a much-loved restaurant group with a series of venues dotted across London, known for its contemporary take on Spanish and Italian small plates. We were brought in to refresh the visual identity — not to reinvent it, but to refine and elevate it. The brief was to evolve the existing brand: retain its heart and heritage, while giving it a sharper, more elegant edge.

We began by exploring the brand’s typography, reworking logotypes and creating a new logomark that would work across all applications, from signage and menus to social media and packaging. Our typographic treatment introduced hand-crafted quirks, with elegant cut serifs that give personality and a subtle sense of movement — nodding to the flow of Mediterranean dining and the spontaneity of small plate sharing.

To accompany the logo family, we developed a suite of delicate, hand-drawn illustrations. These stylish line works echo the contrasting weights in the letterforms, creating a visually harmonious graphic system. The illustrations spotlight key ingredients from the Salt Yard menu — such as Padrón peppers, mackerel, jamón Ibérico, courgette flowers, and acorns — capturing the brand’s focus on high-quality seasonal produce.

The new visual identity strikes a balance between rustic charm and urban sophistication — reflecting Salt Yard’s culinary ethos and giving their venues a recognisable, contemporary graphic language that can grow with the brand.