While most brands have shifted to direct-to-consumer over the past decade, salt&pepper chose a different path. Led by Harry Pourounidis, the brand made the bold decision to expand into physical retail. This move wasn’t about nostalgia, it was about taking control, reducing wholesale reliance and deepening customer connections through tangible, place-based experiences.
To make this shift, the brand needed to evolve. Instead of focusing on category norms, we had to look outward — into food, beverage, and how people truly live today. With more people eating on the couch than around a formal dining table, the role of homewares had changed. The home had become less about perfection and more about feeling right for the moment.
The result is a brand strategy and brand identity rooted in the real, imperfect, and warm. A simpler, more human approach that speaks to the way people experience home. It’s not about polished perfection, it’s about authenticity and presence.
Creative Direction / Brand Identity / Packaging Design