Saladds: naming and brand identity

The project

Saladds is a foodservice brand conceived as a customisable salad franchise: each customer would choose the ingredients to add to a base. Archicercle created the name and developed the visual identity and logo around this way of preparing the product.

The naming process began with a simple definition of a salad: a vegetable base with a selection of ingredients added to it. The search focused on a direct, short name that stayed close to this concept. Saladds brings together the English words ‘salad’ and ‘adds’, linking the product to the action that allows customers to personalise it.

Once the name was established, the identity was developed to give it prominence without surrounding it with too many additional elements. The logo was conceived as a fluid form, adaptable to different sizes, with details that refer to how the salad is prepared. The name therefore sits at the centre of the graphic proposal rather than apart from its concept.

The work presented includes typographic versions of Saladds and circular marks featuring the letter S. The labels ‘Salads’, ‘Snacks’ and ‘Sandwiches’ also appear, alongside black and green variations. These compositions explore the relationship between the full name, its initial and the different labels accompanying the brand.

The idea of adding extends to the written language. One composition pairs the circular logo with a sequence of ingredients introduced by ‘adds’, ending with the invitation ‘set up your saladd’. This device connects the name to the choice of ingredients and takes the original concept beyond the logo.

The ‘Base + admixtures’ diagram gives graphic form to the combination of a base and added ingredients.

The repetition of ‘adds’ turns part of the name into the thread running through the message.

Processes and materials: fabrication services · available materials · studio machinery.