SALT is all about delivering substance, meaning and clarity to the world or branding. Enabled with a suite of cutting edge insights tools this collective of thinkers with passion, experience and intellect bring the best out of the brands they work with.

SALT owner Elina Wilson approached Chops for Tea to create an identity that would express the complex aspect of her business in a simple way. The result teams a minimal wordmark over a subtle, but at the same time complex pattern created by salt crystals.

“Working with CFT has been a delightful experience. I’ve particularly enjoyed Gav’s strategic thinking and his amazing talent of translating these thoughts into visual gems. On top of that, he’s a genuinely nice guy and ready to bend backwards to deliver top quality work for his clients.” ElinaWilson


The SALT logo works in a number of colour ways across all visual comms.

We helped develop the business descriptor “Curiosity, Understanding, Possibilities”

The SALT texture is used in a variety of configurations and colours.

Business card proof detail.
We used a textured spot UV finish for the business cards.

Letterhead and proposal cover. We provided templates created in Apple Pages.

Selected concept boards — exploring graphic devices inspired by salt crystals and the idea of “filtering the complex”.