Salad is a trademark for high-tech herbal balms used in fur, leather and delicate textile
care. The products contain only natural and harmless components such as herbal leaf,
root, and flower extracts (our client calls them botanical waters) used to develop a unique
care system for challenging materials. The agency was tasked to develop a logo and a
package for cleaning products. The solution was required to fit both the B2B (cleaners)
and retail segments. We also had to take into account a wide range of the company’s
products.

Anna Lyuft, Brand Director at Salad
“The project had to achieve a number of the company’s goals including Salad’s access to
international markets. We knew from the beginning we needed an interesting solution that
wasn’t boring. We even came up with a playful name — the balms are made of herbal
extracts, such as clover, rose hip, nettle, kiwifruit — all mixed up in a ‘salad’. We needed a
strong visual that would leave all ‘typical green’ associations aside. The agency offered us two concepts (one being more classical, and the other one creating
an emotional impact). Eventually we opted for the second idea, the one with a bright
watercolor pattern.”​​​​​​​

Before the concept was approved final, some minor changes were made. The agency
selected the applicable pattern elements and colors for each product category and
relocated the elements of the package.

Semyon Shatylo, Project Designer
“We used a slab serif typeface with angular serifs. It’s readable (which is important for
small products), recognizable, and works well with the logo. We also developed a system
of color coding for easy retrieving of the necessary products: each group of items was
assigned with a color and a unique shape of the pattern element. As a result, the Salad
products make a single brand block on a store shelf.”