Seasalt Cornwall
Revisiting one of Cornwall’s best-loved brands from the ground up.
Services
Brand strategy
Brand identity refinement
Design for print and digital media
Copywriting
Sectors
Luxury consumer brands
Seasalt is a name we all know. With sixty shops (and counting), high-profile partnerships, and global appeal, this Cornish fashion brand has taken the world by storm. What began as a family-owned shop on Penzance’s Adelaide Street has become one of Cornwall’s largest employers. From an initial stock of fisherman’s smocks and waterproofs, Seasalt is now known for stylish workwear and signature prints.
Values fit for the future
After a period of ambitious growth, Seasalt wanted to pause, revisit, and reset. Working closely with the retailer’s teams, we helped the brand review their customer- and employee-facing values and define what these meant for crucial audience groups.
In revisiting Seasalt’s employee-facing values, we retained the core values of respectful, adaptable, hard-working and innovative, but spent time reconsidering the supporting copy and translation around these, making them feel more relevant and actionable for team members.
For the customer-facing brand values, we took things right back to the drawing board by starting with how and why Seasalt does things differently, before suggesting a new set of values rooted in these commitments. We then considered how each of these values was manifested for Seasalt’s three primary audience groups: their customers, their crew, and their partners.
Refining the logo and colourways for a major rebrand
With the Seasalt team managing a bold rebrand in-house, we were well positioned to offer an objective stance on their upcoming identity. We proposed subtle refinements to the new logo’s letter spacing, alignment and character weight, as well as reviewing the suggested typography. For a brand like Seasalt, colour is crucial, so we also advised on colour palettes and combinations, resulting in an identity inspired (as ever) by Cornwall’s landscape.
Creating a guide to all things Seasalt
Marking Seasalt’s new identity and refreshed brand focus, we came on board to craft a comprehensive team handbook. Through design and copywriting, we set out an essential guide to Seasalt, so that team members new and existing can easily access everything they need to know. Along with this “keepable” printed version, we also produced an online portal that could be easily updated and accessed in a more dynamic way.
Celebrating the Seasalt team
Crucial elements such as brand values and purpose can only find real meaning when they are lived by everyone involved. To launch the new brand to its extensive team, Seasalt planned a major event for both in-person and online attendees.
For this, we worked on both a creative and strategic level to propose activities and take-away items that would unpick the new Seasalt values in a fun and engaging way, helping them to become embedded with team members. It was important that remote workers felt equally included, so we also explored participation options for those joining at home.
An award-winning approach to team culture
Following this project, every member of the Seasalt crew can access an easy gateway into Seasalt’s brand world. In recognition of this ongoing commitment to its team and culture, Seasalt was awarded ‘Best Place to Work’ at the 2024 Drapers Awards.
