San Diego, California

Saltaire

Saltaire Catering enriches the UC San Diego experience by delivering fresh, vibrant menus for every occasion. RSM Design developed a rebrand that captures the spirit of togetherness and celebration at the heart of Saltaire’s mission. From casual gatherings to milestone events, the updated identity reflects Saltaire’s commitment to creating memorable, shared experiences. Through a refined visual language, the new branding enhances Saltaire’s role in fostering connections within the campus community, making each meal an occasion to savor.

Markets

Services

  • Brand Development
  • Brand Vision & Narrative
  • Naming
  • Brand Identity
  • Brand Guidelines
  • Print & Digital Collateral

Client

  • UC San Diego

CONNECTING PLACE THROUGH LOCAL WILDLIFE

Originally inspired by the barn swallows that nest in the sea caves of La Jolla, the abstraction and stylization of these silhouettes could be interpreted as a variety of seabirds. The Least Tern of Mission Bat was suggested as another local endemic, with specific conservation importance. Regardless of bird species or precise habitat, the forms of the original monogram evoke seabirds, sea breeze, and the rich sense of place found along the coast adjoining UCSD. Their style and artful abstraction add a sense of elegance and refinement.

SHAPING SALTAIRE WITH PURPOSE

RSM Design collaborated closely with Saltaire’s staff, clientele, management, and UCSD to analyze and understand the full brand experience. This discovery process revealed the brand’s core story, strengths, and opportunities for growth. With these insights, RSM Design created a distinctive name, visual identity, and brand system. The result is a cohesive brand that clearly communicates Saltaire’s essence and supports a strong launch.

BRINGING THE BRAND TO EVERY TOUCHPOINT

At Saltaire, even the smallest details—from print collateral to to-go packaging—carry the weight of the brand. These elements may be subtle, but they play a powerful role in shaping perception and reinforcing identity. RSM Design ensured that each touchpoint was thoughtfully crafted to feel cohesive, intentional, and unmistakably Saltaire.

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