Salix Fruits

Salix Foods

Art Director
Project Manager

Roles

Branding
Visual Identity

Thinking

Challenge

For the “Salix Foods” project, Salix Fruits wanted to branch out with an entirely new brand identity, distinct from its established fruit sector. The vision for Salix Foods involved crafting a bold brand that stands independently, focusing on non-perishable food items starting with olives, yet poised to expand into a broader range of processed foods. This initiative targeted direct competition with major market players by emphasizing clean, directly sourced products. The brand's communication strategy aimed to be personal, relatable, and inspiring, positioning Salix Foods as the ultimate connoisseur in the processed food industry.

Moodboard

AUDAZ.png
SALIX_FOODS_moodboard_v.01.png

Solution

As the Art Director for Salix Foods, I guided the creative vision, aligning stakeholders and steering the design team toward establishing a distinctive identity separate from Salix Fruits. Through weekly playbacks, I articulated the strategic direction and rationale behind the brand's evolution, ensuring all creative outputs—ranging from logo design to branding language—mirrored the bold, prominent ethos we aimed to project. This hands-on leadership not only secured buy-in at all levels but also set a strong foundation for the brand to compete effectively in the processed foods market within the United States and Argentina

Initial concepts

Screen Shot 2024-07-25 at 1.56.42 PM.png
Screen Shot 2024-07-25 at 1.57.03 PM.png
Screen Shot 2024-07-25 at 1.57.30 PM.png
Screen Shot 2024-07-25 at 1.57.46 PM.png
Screen Shot 2024-07-25 at 1.58.01 PM.png
Screen Shot 2024-07-25 at 1.58.15 PM.png
Screen Shot 2024-07-25 at 1.58.30 PM.png
Screen Shot 2024-07-25 at 1.58.43 PM.png
Screen Shot 2024-07-25 at 1.59.11 PM.png
Screen Shot 2024-07-25 at 1.59.29 PM.png
Screen Shot 2024-07-25 at 1.59.44 PM.png
Screen Shot 2024-07-25 at 2.00.02 PM.png
Screen Shot 2024-07-25 at 2.00.23 PM.png
Screen Shot 2024-07-25 at 2.00.37 PM.png
Screen Shot 2024-07-25 at 2.00.50 PM.png
Screen Shot 2024-07-25 at 2.01.06 PM.png
Screen Shot 2024-07-25 at 2.01.23 PM.png
Screen Shot 2024-07-25 at 2.01.52 PM.png
Screen Shot 2024-07-25 at 2.02.13 PM.png
Screen Shot 2024-07-25 at 2.02.24 PM.png
Screen Shot 2024-07-25 at 2.02.34 PM.png
Screen Shot 2024-07-25 at 2.02.50 PM.png
Screen Shot 2024-07-25 at 2.03.15 PM.png

Final deliverable

Screen Shot 2024-07-25 at 2.03.15 PM.png
Screen Shot 2024-07-25 at 2.40.04 PM.png
Screen Shot 2024-07-25 at 2.40.15 PM.png
Screen Shot 2024-07-25 at 2.40.55 PM.png
Screen Shot 2024-07-25 at 2.41.06 PM.png
Screen Shot 2024-07-25 at 2.41.14 PM.png
Screen Shot 2024-07-25 at 2.41.24 PM.png
Screen Shot 2024-07-25 at 2.41.55 PM.png
Screen Shot 2024-07-25 at 2.42.16 PM.png
Screen Shot 2024-07-25 at 2.42.35 PM.png
Screen Shot 2024-07-25 at 2.42.42 PM.png
Screen Shot 2024-07-25 at 2.42.49 PM.png
Screen Shot 2024-07-25 at 2.42.58 PM.png
Screen Shot 2024-07-25 at 2.43.09 PM.png
Screen Shot 2024-07-25 at 2.43.37 PM.png
Screen Shot 2024-07-25 at 2.43.49 PM.png
Screen Shot 2024-07-25 at 2.43.56 PM.png
Screen Shot 2024-07-25 at 2.44.03 PM.png
Screen Shot 2024-07-25 at 2.44.13 PM.png
Screen Shot 2024-07-25 at 2.47.34 PM.png
Screen Shot 2024-07-25 at 2.45.10 PM.png
Screen Shot 2024-07-25 at 2.45.17 PM.png
Screen Shot 2024-07-25 at 2.45.25 PM.png
Screen Shot 2024-07-25 at 2.45.32 PM.png
Screen Shot 2024-07-25 at 2.45.58 PM.png

Outcomes

Created a distinctive new brand for Salix to compete within the processed food industry.

Delivered brand consistency across website and social media channels.

4 new products added to their portfolio to include, olives, olive oils, tomatoes & peppers.