Mensah LabsAll work
ConceptExperiences

Salt Road

Brand for a coastal walking tour company. Weather-beaten, map-led and completely unfussy.

Salt Road
214Miles mapped
AllWeather
RouteLed

The brief

Guided coastal walking, in all weather, with no pretence that it will be comfortable. A self-set brief for an experience brand that does not oversell.

What we found

  • 01Walking tour brands photograph sunshine and sell serenity.
  • 02The actual appeal is weather, distance and the feeling of having done something hard.
  • 03Route information is the product and it is usually a PDF.

What we made

Positioning and toneOswald and Libre BaskervilleSea grey-blue with chalkPoster homepageRoute-led information architecture

A note on labelling

Self-initiated. Salt Road is not a real company and nobody commissioned this.

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