Salt + Soil
A complex Restaurant brand build for a Turks & Caicos Property
Background
Salt + Soil was developed as the signature restaurant concept within Reverie House, a boutique luxury resort in Turks and Caicos. While the hotel embodied slow living and contemplative escape, the restaurant needed to translate that philosophy into a culinary identity rooted in place. The concept was designed to celebrate the natural contrast of the islands, where ocean meets earth, refinement meets raw texture, and elevated dining remains grounded in authenticity.
Challenge
The challenge was to create a restaurant brand that felt distinct enough to stand on its own, while remaining deeply aligned with the larger Reverie House ecosystem.
It needed to attract both resort guests and local diners, signal culinary credibility, and avoid the predictable tropical restaurant aesthetic often associated with Caribbean hospitality.
Without a clear positioning strategy, the concept risked feeling generic, overly themed, or disconnected from the property’s refined identity.
SOLUTION
We built Salt + Soil as a modern coastal dining brand anchored in contrast and intention. The visual identity draws from organic textures, mineral tones, and subtle typography that mirrors the meeting of land and sea. Messaging emphasizes seasonality, craftsmanship, and locally influenced ingredients without resorting to cliché. Every touchpoint, from menu design to spatial branding to cocktail naming, was developed to reinforce a cohesive narrative that complements Reverie House while allowing Salt + Soil to operate as a destination restaurant in its own right.
DELIVERABLES
Brand Identity (Logo, wordmark, illustrations, color palette, font system)
Brand Guidelines
Art Direction
Menu Design
Wayfinding Signage
Welcome Materials
