Prior to the grand opening of The Salt Shed we hosted an inaugural summer series, Outside the Shed, featuring over a dozen dates of music & alternative programming along the Chicago River.

This was a full-production event requiring diverse credentials, a suite of merchandise, and identity for a summer market. While we’d received a strong brand package, leadership wanted to present the event as a unique, one time occasion requesting a partition of brand assets to keep things fresh for the grand opening six-months later.

With the transformation from packaging-plant to concert-complex still in progress, the grounds remained a bit industrial, so far as challenging patrons sea legs entering upon the old truck scale. Utilizing a softer palette with classic typefaces from the brand package compliments the shift away from manufacturing while capturing the vintage nostalgia of the plant and creating traction for new memories with the facility.

Taking cues from the past tenant’s flagship products brought out clever word and visual play resulting in one of The Salt Shed’s most iconic merchandise items.

Branding + Logo by Family Bros.