SALT case study · CREST Q2 2025

MarinElixirs

An organic seaweed extract, raw material, and biostimulant producer who needed to clarify both their look and the language they used to appeal to their market (and beyond).

Visit marinelixirs.us ↗

Starting point

The logo formed the initial priority due to a discovered trademark conflict - as discussions expanded it revealed the need for the full foundational brand creation.

MarinElixirs - Hawaii Meeting 1, 16 Jul 2025 - meeting notes

Discussion with the team

21 Jul
Handover process clarified: a comprehensive 55–60 page style guide covering fonts, colours, logos and all visual assets.
Hawaii Meeting 2
21 Jul
Founder's pitch flagged as too wordy; new positioning concept developed - helping customers “from the ground up,” starting with soil improvement.
Hawaii Meeting 3
19 Aug
Detailed direct feedback around logo approach - workshopped cohesively to a final choice.
Feedback call

Chosen direction

“The trademark conflict meant starting the logo again, so we started with the seaweed. The rust-red is the colour of the red seaweed they cultivate, and the M and E from the original mark are layered into the monogram as a hidden detail. On a competitor wall full of greens and blues, that red is the one people look at.”

Anandi, Creative Direction

The founder’s pitch had too much in it, so we cut it back to one idea: helping farmers from the ground up, starting with the soil. ‘From Ocean to Field’ says where the product comes from and where it ends up in four words, which gives the team a line that works for both farmer and large fertiliser company alike.”

Chevaun, Strategic Direction