Bulletproof Studio’s “Stay Naive” Brief was to receive a randomly generated company name and M.O. - with my result being Salty, an upcycled vintage outlet. I pitched the brand as a Non-Profit, drawing both it’s identity and inventory from the sea and nautical history.
The bulk of my research and the core theme of the identity is based on real historical Naval records dating from around 1850 - 1930, with elegant but scratchy handwriting, weathered letterpressed type, and physical, tactile rubber stamps.
Salty collects an inventory of authentic vintage items - think fisherman's sweaters, canvas coats, and rough corduroy - and provides a bespoke service. Its customer base is in the ages of 30 to 55, with a particular interest in the quality of items and where they were produced and sourced.
Included in the pitch is a limited edition copy of Herman Melville’s “Moby Dick”, run under the ‘Salty Press’ banner, which acts as an in-store publishing house for iconic seafaring literature, a la Penguin Classics.
The bulk of my research and the core theme of the identity is based on real historical Naval records dating from around 1850 - 1930, with elegant but scratchy handwriting, weathered letterpressed type, and physical, tactile rubber stamps.
Salty collects an inventory of authentic vintage items - think fisherman's sweaters, canvas coats, and rough corduroy - and provides a bespoke service. Its customer base is in the ages of 30 to 55, with a particular interest in the quality of items and where they were produced and sourced.
Included in the pitch is a limited edition copy of Herman Melville’s “Moby Dick”, run under the ‘Salty Press’ banner, which acts as an in-store publishing house for iconic seafaring literature, a la Penguin Classics.
Salty Vintage Clothing Co.
Brief by Bulletproof Intl.
Nottingham Trent University, 2022
tsjdonnelly@gmail.com
︎ @topographicdesign
︎ Travis Donnelly
he/him/his