When it Rains

A rainy night reframed as one of Salt Shed’s most recognizable moments.

The Salt Shed's name carries its legacy as a cultural landmark with a rich history. This task was simple: bottle that nostalgia into something patrons could take home.

The prior tenant avowed we honor their legacy without pilfering their brand. In search of a clever spin off their IP, the clouds parted to reveal a key contrast: the conditions in which their product prospered were the same in which ours began to perish.

Rain is a clear brute of any outdoor event, and with umbrellas staunchly on the prohibited items list focus turned to the yellow dress. Bold graphics on yellow plastic furthered the parallel mimicking rock salt packaging so familiar in a drizzle. Their iconic slogan, spun into a cognizant here-and-now, provides an amusing distraction in an otherwise desperate delay.

With thousands sold, the poncho is now a Salt Shed staple.

Back + Front Logo.