← All work
SALT case study · CREST Q1 2025

GroLink

A Nigerian aquaculture agtech company with three overlapping product names tangled into one brand. Looking to revive their parent brand; holding onto their identity and familiarity, but wanting to breathe new life and their heritage into the final look, with an aquaculture app that also need a new name and logo design.

Visit grolink.ng ↗

Starting point

“The discussion revealed confusion in the naming structure (Grolink, Aqua Pro, Swim Link). SALT stepped in to simplify & unify the naming convention to avoid confusing farmers.”

GroLink were confused about their own naming structure - three names doing one job, and nobody quite agreeing on which one led. Having worked so deep in their own pond for so long, they needed a fresh pair of eyes and a creative mind willing to ask the obvious question out loud: which name is doing the talking, and which ones are just along for the ride? Their live pitch deck was still calling the app “Swimlink” while everyone in the room called it something else. SALT sat down with them to have that conversation properly, and to help GroLink work out what needed to stay and what needed a clean break.

Grolink first meeting, 18 Feb 2025

Discussion with the team

  1. 18 Feb

    SALT suggested incorporating Nigerian cultural elements for a more distinct, sympathetic brand, plus a documentary approach to farmer success stories.

  2. 20 Feb

    Decision: strike a balance between NGO messaging and investor appeal; palette to be built from Nigerian landscape photography; keep GroLink as master brand with sub-brands underneath.

  3. 21 Feb

    Scope confirmed: “We are excitement for the style guide and brand refresh.”

Chosen direction

“The fish fused with a link came first, and the rest of the guide grew out of that mark. We built the pattern from the G, the O and the fish’s tail so it would feel like it belonged to the communities GroLink works with. Red Sands came straight from Nigeria’s laterite soil, and next to RISD Blue it gave the brand a warmth you could spot on a market flyer as easily as on an investor deck.”

Anandi, Creative Direction

“Three product names meant three different conversations with farmers, so the first job was deciding which name led. Once GroLink was the master brand and Pondlink sat clearly underneath it, we could write copy that was confident, a little playful and free of jargon, because the people reading it spend their days running ponds.”

Chevaun, Strategic Direction
  1. Identity Guidelines CR2 (24 Mar)
  2. Pondlink Logo (15-16 Apr)
  3. Identity Guidelines v1.0 (final)

Client feedback

Ratings from GroLink's team on the delivery of this project.

Timeliness of delivery
5/5
Level of engagement
5/5
Ease of process
5/5

Source: SALT Agency CREST feedback programme, 2025 H1/H2.

Final output

  • Grolink Identity GuidelinesPDF / INDD / IDML
  • Grolink LogoPNG/EPS/JPEG
  • Pondlink Logo (renamed app)PNG/PDF/EPS
  • Grolink DecksPPTX

From the brand guide

A look inside the finished Grolink Identity Guidelines: the logo system, colour and pattern language, and how it all comes together across print and social.

  • Cover, identity guidelines v1.0
  • The Grolink Way: brand mindset and purpose statement
  • 1.1 · Creative Direction
  • 1.2 · Brand Essence
  • 1.5 · Our Mission
  • 1.6 · Our Vision
  • 2.1 · Logo Breakdown
  • 2.2 · Primary Logo
  • 2.3 · Favicon
  • 2.7 · The Pattern
  • 3.1 · Brand Colours
  • 5.3 · Print Elements
  • 5.4 · Social Media

A SALT case study · CREST Q1 2025.