saltandstrawbook_elliott_cupples_pr4

2 3
THE PROBLEM
While Salt & Straw has become an icon of Portland through
word-of-mouth, their rapid expansion requires some advertising
backing to remind current customers what the brand stands for,
and make prospective customers aware of the brand and
its philosophy. Salt & Straw already has strong branding that
reflects the brand’s voice well, but it lacks an extension
through advertising.
AFFECT ON CONSUMERS
With the increase of ice cream shops using organic, locally grown
ingredients, customers have been venturing to new ice cream
shops around the Portland area other than Salt & Straw.
Los Angeles customers embrace the growing trends to go green
and eat locally, but residents are unaware of the reputation of
Salt & Straw as one of Portland’s leading businesses in these
movements. Due to the lack of paid advertisements, Salt & Straw
relies heavily on word-of-mouth, yet most L.A. residents are
unaware of its mission and reputation.
THE CURRENT BR AND
From what was an ice cream pushcart in 2011, Salt & Straw
is currently a thriving ice cream shop with three locations
in Portland, Oregon and a recent opening in Los Angeles,
California. Portland locations include 3345 SE Division Street,
2035 NE Alberta Street, and 838 NW 23rd Street. Its L.A.
location is on 240 N. Larchmont Blvd. Salt & Straw stands by its
“farm to cone” approach that emphasizes its dedication to only
using all-natural, local ingredients. Created with a commitment
to its community, Salt & Straw remains a friend to its city
through collaborations that make it so unique from competitors.
CURRENT ADVERTISING
& PROMOTIONS
Although Salt & Straw currently lacks any advertising or
promotions, it does hold a strong branding behind its logo and
signage. They have a Vimeo channel with four videos advertising
the making and ingredients of various flavors of ice cream,
and one video from a segment on The Cooking Channel that
they were featured in, titled Unique Sweets. These were never
aired on television, but are a valuable part of their branding
wand social media content.
PRODUCTS
Classic Portland Flavors:
Double Fold Vanilla, Coconut w/ Petunia’s Salted Caramel Bars,
Pear & Blue Cheese, Honey Balsamic Strawberry with Black
Pepper, Honey Lavender, Arbequina Olive Oil, Stumptown
Coffee & Burnside Bourbon, Cinnamon Snickerdoodle,
Chocolate Gooey Brownie, Almond Brittle with Salted Ganache,
Sea Salt with Caramel Ribbons, Freckled Woodblock Chocolate
Classic L.A. Flavors:
Salted, Malted Chocolate Chip Cookie Dough, Single Origin
Amadeus Vanilla, Chocolate Gooey Brownie, Almond Brittle
with Salted Ganache, Stumptown Coffee & Compartes Love
Nuts, Sea Salt with Caramel Ribbons, Avocado & Strawberry
Sherbert, Black Olive Brittle & Goat Cheese, Santa Ynez
Valley Walnut Oil, Tomato Water and Ojai Olive Oil Sherbert,
Freckled Woodblock Chocolate, Toasted Cocount with Candied
Macadamia Nuts
Seasonal Flavors
Salt & Straw Memorabilia:
T-shirts, stickers, pins
Baked Goodies & Local Products
Pints To-Go

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VISUAL INVENTORY
BUSINESS OBJECTIVE
A designed advertising campaign will prove vital to Salt & Straw’s
rapid expansion. While most Portlanders know Salt & Straw like a
best friend, it is a stranger to the L.A. community. To ensure that
its new location provides a consistent representation of the brand
to its new publics, an advertising campaign is needed to cement
Salt & Straw’s origin and values. This will not only help the brand
connect to new customers, but also remind or excite current
customers that are already dedicated to the brand.
CLIENT
Owners: Kim & Tyler Malek
DESIGN TEA M
Emma Elliott & Claire Cupples
PROJECT SCHEDULE
Monday, November 10: Discuss project schedule & creative
document with Claudine. Have thumbnail sketches & ideas.
Wednesday, November 12: Revise sketches & perfect ideas for print
ads, guerrilla marketing, and commercial.
Monday, November 17: Show digital campaign progress to class.
Rough layout of campaign book. Rough print ads & guerrilla campaign.
Further planning of commercial and app. Meet with Claudine for
feedback.
Wednesday, November 19: Show digital campaign progress to class.
Rough layout of campaign book. Rough print ads & guerrilla campaign.
Further planning of commercial and app.
Monday, December 1: Group meetings. Design campaign book
layout. Finalize print ads and guerrilla marketing. Solid ideas for
commercial & app.
Wednesday, December 3: Group meetings. Rough commercial & app.
Meet with Claudine.
Monday, December 8: Have completed rough of commercial and
app. Meet with Claudine.
Wednesday, December 10: Meet with Claudine. Finalize campaign.
Friday, December 19: Presentation

6 7
CATEGORY VISUAL M AP
CATEGORY TRENDS
• All-Natural, Organic, Local Ingredients
• Unique Flavors & Collaborations
• Caring for Community & Environment
(Partnering with Schools)
• Transitioning Flavors
• Broadening Menu (Sorbets, Coffee, Cocktails)
• Attending Events for Promotional Efforts
(Farmer’s Markets, Sporting Events)
• Family-Owned
• Vegan & Dairy-Free Options
CURRENT PRICES
• Kids Scoop $3.25
• Single Scoop $4.25
• Double Scoop $6.25
• Pint $9.50
SPECIAL PROMOTIONS
• 5 Pack of Ice Cream Pints for $65
Philanthropy: Community
& Environment
Social
All-Natural/
Organic
Dessert/Snack

8 9
RUBY JEWEL
Market Position & Ranking Success:
Ruby Jewel is a family owned and operated ice cream shop in
Portland, Oregon. It is located on Mississippi Avenue and is
dedicated to supporting the local community, economy, and
environment. The company began in 2004, when Lisa Herlinger
began selling ice cream sandwiches at a local farmers’ market.
Since then, the ice cream shop has garnered a huge following,
appearing on the Food Network and in Oprah Magazine. While
Salt & Straw remains a leader in the Portland ice cream
shop market, Ruby Jewel has been steadily growing and has
experienced increased sales in recent years. Ruby Jewel has
opened its second shop in West End, Portland. Packaged ice
cream sandwiches can now be found in hundreds of stores
including Whole Foods Markets, and New Seasons Markets.
Benefits:
In contrast to Salt & Straw, Ruby Jewel provides common flavors
that resonate with kids. Both shops feature seven standard
flavors of ice cream, along with five to seven rotating flavors that
change with the season. Their shops are strategically located near
Powell’s Books and other fun social spots. The store is always
a draw for families because of its smell of freshly baked waffle
cones. This shop has branched out into the upscale wedding
catering industry.
Prices:
Ruby Jewel ice cream sandwiches are available in two sizes (2.5
oz for $2 & 5.0 oz for $3). Customers can customize ice cream
sandwiches for an additional .50 - $1 each. Shipping and
delivery costs vary depending on the quantity and the location.
There is a $15 charge in the Portland area; all other packages
are sent overnight via UPS.
Special Promotions:
Secret menu promotions include an ice cream flight. This flight
features 6 miniature scoops of ice cream with flavors of your
choosing for only $7. The scoops are served in glass cups on a
wooden board. Ruby Jewels paired up with Reverend Nat’s
Hard Cider to create a Hard Cider Ice, as well as with a
local school where they served ice cream at a “Date Night
Portland”event. A Halloween Trick-or-Treat event sold ice
cream at local concerts, festivals, sports games, and farmers’
markets. Current seasonal ice creams include Maple Walnut,
Brown Butter Bourbon Butternut, Pumpkin Pie, Chocolate
Hazelnut, Buttermilk with Blackberry Caramel Swirl, and Rip
City Hippie. Recently released are the seasonal Pumpkin/
Ginger Ice Cream sandwiches in stores.

10 11
FIFTY LICKS:
Fifty Licks makes its ice cream by hand in small batches
simmered in a butterfat, egg custard base. It does not use
chemicals and works to give back to the community. In recent
years, the ice cream shop has found success. It was featured
on the Cooking Channel's Unique Sweets and KGW News.
Pints of ice cream can now be purchased at the New
Seasons Market in Oregon locations.
Benefits:
In addition to ice cream, this shop serves sorbet, Cuban coffee,
and sorbet cocktails, which creates a diverse menu. All scoops
are served on a freshly made, deliciously gluten-free waffle cone.
Prices:
• 2 Scoops: $4.75
• 3 Scoops: $5.75
• Kids Size: $3.00
• Soft Serve: $4.75
• Waffle & Ice Cream Sandwich: $6.00
• Cuban Coffee: $3.50
• Affogato Cubano: $6.50
Special Promotions:
Fifty Licks created an after school ice cream social, and
participated in Eat Mobile, which is part food festival, part
cart competition in Portland. It began a partnership with Pip's
Original Doughnuts to release a donut flavored ice cream. There
also is a happy hour every day from 4-6 for sorbet cocktails.
COLD STONE CREA MERY
Cold Stone Creamery operates more than 1,500 franchise
locations in 20 countries. Since its founding in 1988 in Tempe,
AZ, Cold Stone has made ice cream using only natural
ingredients. The chain created a signature process of
preparing ice cream on a frozen granite stone. They also
offer milkshakes, smoothies, yogurt, sorbet and ice cream
cakes. Cold Stone Creamery operates more than 1,500
franchise locations in 20 countries.
Benefits:
Due to the fact that this company is a large chain, there are
many locations around the Portland area, making a shorter
commute for ice cream customers. The menu has a huge
variety that includes milkshakes, smoothies, yogurt, sorbet
and ice cream cakes. The flavors range from simple to mixed
combinations in order to make sure that every customer can
find the perfect individual flavor.
Prices:
• “Like it,” $3.00 to $5.00;
• “Love it,” $3.20 to $4.20;
• “Gotta have it,” $4.00 to $5.50.
• Each ice cream order includes one topping, such as fruit or
candy, and then each additional topping or cone is 75 cents.
• Smoothies & shakes: $2.69 to $4.29.
• Coffee: $2.69, $3.69, and $4.09
• Cakes: $10.00, $19.95, and $25.95
• Premade pints: $6.49
Special Promotions:
Cold Stone Creamery Fall In Love giveaway was a photo contest
to win one of six prize packs. Cold Stone provided treats
backstage at the Emmy’s in the Celebrity Retreat Room. Cold
Stone gave away ice cream to celebrities at the Teen Choice
Award. If consumers joined the “My Cold Stone Club” they were
given a coupon for a free Ice Cream Creation. A partnership with
Shark Week encouraged users on twitter to tweet @ColdStone
using the hashtag #SharkPartyPack to win prizes.

12 13
WHAT’S THE SCOOP?
What’s the Scoop? is a small batch ice cream shop featuring ice
cream and sorbets made from scratch and frozen with liquid
nitrogen, a process which allows ice cream to be frozen much
faster than with a traditional ice cream machine. The shorter
freezing time creates smaller ice crystals for extra creaminess.
Available ice cream flavors change daily, but the shop always
keeps four standard flavors on hand. These flavors include
Thrilla in Vanilla, Bourbon Toffee, Brown Butter Almond
Brittle, and Mint Chunk. This is a family-run business.
Benefits:
Due to liquid nitrogen process, the ice cream is oftentimes
creamier than standard practices. This shop offers sorbets,
which gives variety to their menu, and appeals to customers who
may want something lighter than the heavy creamy flavor of ice
cream. A catering option is also available.
Special Promotions:
What’s the Scoop? sells its Signature Vanilla to customers. The
shop participated in National Chocolate Day with a variety of
special chocolate flavors. The family was invited to be guest
speakers in a local high school’s business class. It also offers $6
pints of ice cream as well as $1 cookie or brownie.
Salt & Straw’s target audience is local Portlanders and now L.A.
residents who support local businesses and are looking for a
unique scoop of ice-cream. All ages are included, but typically are
either young people following the city’s trends, parents who are
on a date night or taking the kids out to dessert, or older couples
or widows/widowers looking for a tasty treat. They have enough
money to splurge on an ice-cream cone, and enough patience
or devotion to wait in a long line. They may be more health-
conscious and appreciate all-natural, organic ingredients.

14 15
YOUNG PORTLAND HIPSTER
Shannon Dunlop is a 20-year old student at Portland State
University. She is a junior, studying graphic design and women
studies, and is always looking for inspiration around her favorite
city that she is proud to call home. She is a part-time employee
at Urban Outfitters, where she finds much of her fashion
inspiration. An intelligent, creative, adventurous, outgoing
woman, Shannon is constantly balancing her social life and
leisure time with work, school, and working out. In her free
time, you can find Shannon drawing, hiking, exploring the
city, or adding to her collection of succulent plants. Like many
college students, Shannon watches Netflix most nights before
bed, and is constantly scrolling through her social media feeds,
Instagram in particular. Living with two of her sisters in
Southeast Portland, Shannon values family over everything, as
well as her close friendships. While she is a busy student on
a budget, she can’t help but cave in for her cravings for a
hot cup of coffee, or cold cone of ice cream.
SCHOOL & WORK

FASHION
FOOD
ENTERTAINMENT
FASHION
SCHOOL&WORK

FOOD

ENTERTAINMENT

16 17
FOODIE TOURIST
Leah Rhodes is your typical “foodie” with a passion for traveling
and exploring. A 26-year old adventurer, Leah recently graduated
from Seattle Pacific University with a business degree and quit
her job as a barista at a local cafe to travel the country with her
best friend, Sharon. Feeling bored with their current life paths,
both Leah and Sharon packed up Leah’s Ford Escape and drove
south. Currently they are exploring the Pacific Northwest’s most
popular restaurants, cafes, and eateries. As the two travel and
photograph all of their favorite meals and encounters, Leah
hopes to become a more popular blogger and find her true path
in life. Leah is an intelligent, brave, creative, and ambitious
woman whose inner adventurer cannot be tamed. She values
her family and friends before anything, and lives by her favorite
quote by Eleanor Roosevelt: “The purpose of life, after all, is to
live it, to taste experience to the utmost, to reach out eagerly and
without fear for newer and richer experience.”
LOCAL OREGONIAN VETER AN
Tom Moody is a true Oregonian. He was born and raised in
Portland, and now considers himself a veteran of the city as he is
now 67-years old. A kind, gentle, and wise man with a sarcastic
sense of humor, Tom recently retired from owning a small local
business in Portland that he and his wife Sally handed down to
their children to take over. Now, he and Sally reside in Northwest
Portland where they take their daily stroll through town every
morning and evening with their dachshund Fred. They usually
stop at a local coffee shop or restaurant for a bite to eat or treat
to enjoy as they are strong supporters of local businesses in the
community. Tom’s hobbies include reading, hiking, fishing, and
local sports teams. Aside from his wife and children, Tom values
the fresh air of Portland, sense of community, Portland Trail
Blazers and Timbers, and a good book.

18 19
announced to the family that he was going to enroll in culinary
school (“About - Salt & Straw”). After losing a car salesman’s
job for “being too nice”, Tyler began creating his own ice
cream recipes in the afternoons and evenings when he wasn’t at
culinary school in the mornings (Portland monthly). “He dove
right into his ice cream education, learning basic techniques from
Oregon State University’s Food Innovation Center and turning
to surrounding farmers and food artisans for inspiration” (Lurie,
2012). With no clue of his plans, Kim saw a Facebook post that
Tyler was considering moving to Portland. After a quick phone
call of updating each other, it was clear that they both were on
similar paths by coincidence. Wanting to join Kim and her dream
of an ice cream shop, Tyler spontaneously packed up and drove
to Portland from Seattle to start work as Kim’s head ice cream
maker the very next day (“About - Salt & Straw”).
The mission began in May of 2011 ("Portland's Salt & Straw
Opening on Larchmon”). “Kim cashed in her 401K, signed a
lease, created a custom push cart, and spent days and days in
Sarah Masoni’s kitchen (head of R &D at the Oregon Food
Innovation Center) creating ice cream recipes.” Only three
months later, Kim was moving Salt & Straw into its first
“brick and mortar location in the city by August 2011 with
and expanded ice cream flavor menu and sundaes, inventive
milkshakes and floats” ("Portland's Salt & Straw Opening on
Larchmont”). Your “farm to cone” approach resonates
perfectly with Portlanders who embrace everything
delicious and local (Lurie, 2012).
Kim’s goal remains to create the kind of company that’s fun
to support, work for, and partner with, and ultimately for
people to enjoy the ice cream. Kim’s mission of building strong
local community—both in the neighborhoods where she does
business and by purchasing as many local products as possible (to
keep their money in Oregon and help create stronger local
economies), has been noticeably achieved (“About - Salt &
Straw”). With lines out the door at all hours, rain or shine, Kim
and Tyler have created a community craze over their delicious
ice cream, and have become an icon of Portland. Even the vibes
in the shop define the icon that is Salt & Straw with “industrial
stools, tall ceilings, bold color, barn light fixtures, reclaimed
wood shelving stocked with local goodies, making for a
contemporary yet established feel” (“A Visit to Salt and Straw”,
2012). The first Alberta Street location’s success has led to the
opening of a second and third shop in Portland, and a recent
expansion into Los Angeles. They had an ice cream cart at
Coachella’s 2014 music festival for all those concertgoers who
needed a refreshing and tasty treat. People are now begging
for a New York location, while currently settling for getting
their fix distributed across the country, shipped in dry ice
and kraft paper (“A Visit to Salt and Straw”, 2012).
COMPANY’S HISTORY
As Tyler explains, Salt & Straw’s name “is a nod to super old
school ice cream making, where they’d take a churn and they’d
pack it with sea salt and ice…then afterwards, without freezers,
they’d take that barrel of freshly churned ice cream and to
freeze it, they’d put it in with more ice and salt and straw as an
insulator” (Lurie, 2012). As the old school freezer was handmade,
so is everything in Salt & Straw’s kitchen. “We make everything
five gallons at a time, and we put a lot of love into every single
batch, from making our candy and caramel to all the chocolates
we put in there,” said Tyler (Lurie, 2012).
Kim Malek likes to tell her story as one of part luck, part strategy
and part love. She wanted to open an ice cream scoop shop since
1996 where she envisioned “a local spot where you could run into
your neighbors, celebrate with your family, and reward yourself”
(“About - Salt & Straw”). Her job at Starbucks in Seattle when
it was a small company of only 30 stores is what showed her
the sense of community that a small business can have with
producers and customers ("Food Artisan: Salt & Straw”).
After working in what you liked to call “safe-mode” for several
Fortune 500 businesses as a marketing professional, you decided
to move back to Portland for love instead of moving to New
York City for work. It wasn’t until this man she met in a Portland
bar over a weekend visit who encouraged her to realize her dream
that she ultimately discovered the opportunity and support to
make her vision a reality ("Food Artisan: Salt & Straw”).
Coincidentally, her 23-year old cousin Tyler had just returned
home to Seattle from studying in China. He had just finished
his Chinese communications and business degree, and had

20 21
BUSINESS OBJECTIVE
A designed advertising campaign will prove vital to Salt &
Straw’s rapid expansion. While most Portlanders know Salt &
Straw like a best friend, it is a stranger to the L.A. community.
To ensure that its new location provides a consistent
representation of the brand to its new publics, an advertising
campaign is needed to cement Salt & Straw’s origin and
values. This will not only help the brand connect to new
customers, but also remind or excite current customers that
are already dedicated to the brand.
FINAL DESIGN SUM M ARY
Our overarching concept for the entire campaign is “Farm-
to-Cone”. Salt & Straw’s farm-to-cone approach to business
is brought up frequently in press coverage, and captures Salt
& Straw’s promise to using all-natural, local ingredients quite
perfectly. We wanted these words to speak on behalf of your
brand, and inform customers unaware of the brand philosophy.
COMPANY ACTIVITIES
Every flavor is a huge collaboration, which is where the fun
begins. Working with local farmers was always a passion of
theirs, but the artisan scene in Portland sparked all sorts of
collaborations, which they consider to result in better products.
“Not only could we work with the local dairy and strawberry
farmers, but we could also work with local beer brewers and
charcuterie houses and tea makers and honey collectors, and the
list goes on…The collaborations became something we were
known for kind of by accident, because we just kept meeting
these artisans and wanting to make an ice cream with them,”
said Kim (“Food Artisan: Salt & Straw”). Regardless of the
flavor, “all the ice cream starts with milk from Lochmead Dairy,
where the cows are rumored to have opera sung to them by
the lead farmer” (“A Visit to Salt and Straw”, 2012). Then local
ingredients and collaborations are stirred in with love and care
by a devoted staff in a tiny kitchen under 300 square feet (“A
Visit to Salt and Straw”, 2012). “Living in Oregon is all the
inspiration we need,” Kim enthusiastically says, “Using ice
cream as a sort of canvas to explore the best our region
has to offer is fun, delicious, and sometimes surprising”
(“A Visit to Salt and Straw”, 2012).
A huge believer in strong community, Salt & Straw works with
the local PTA, human rights, and hunger issues to give back, and
also strives to create employee benefits like health insurance, and
a paid time off program (“Food Artisan: Salt & Straw”). “We
think that giving back in a meaningful way creates a stronger
foundation for us to succeed and it’s naturally sustainable because
you’re all working together to make it so,” Kim states (“Food
Artisan: Salt & Straw”).
COMPANY STRUCTURE
Small, local scoop shops.
PORTLAND LOCATIONS
3345 SE Division Street
2035 NE Alberta Street
838 NW 23rd Street
L.A. LOCATION
240 N. Larchmont Blvd.

22 23
PUBLICATION: KINFOLK
Design Specs:
Full Page Trim Size: 215 mm x 274 mm
PRINT ADVERTISEMENTS
The print advertisements will be featured in Kinfolk, Bon
Appetite, and Edible Portland magazine. All of these magazines
have a niche audience that reflects our target markets. Bon
Appetite and Edible Portland both focus on the food industry.
Edible Portland has a narrow target market of Portland residence
while Bon Appetite will appeal to a broader audience of food
travelers. Kinfolk is a Portland based publication that speaks
to our primary target market: a young hipster. The magazine
appeals directly to our primary target audience who is an
adventure seeking, creative, food enthusiast. Each print ad
features one of Portland’s famous flavors with the focus being
on the ingredients that make up these creative collaborations.
This is shown through the hand-lettered typography that makes
up the cone of the ice cream. We incorporated textures that the
brand Salt & Straw is known for with the chalkboard, wood, and
textured paper background.

24 25
MOBILE APP
TELEVISION
COMMERICAL
GUERRILLA
PUBLICATION: EDIBLE PORTLAND
Design Specs:
Full Page Trim Size: 7.75” wide by 10.75”
1/8th additional on all sides for bleeds.
PUBLICATION: BON APPÉTIT
Design Specs:
Full Page Trim Size: 8” x 10 7/8”

26 27
MOBILE APP
As a guerrilla stunt Salt & Straw will rescue a soon to be slaughtered
dairy cow, providing her with a new life and a new family. This cow,
“Sadie” will essentially become the mascot of the brand, warming
the hearts of Salt & Straw’s loyal customers while spreading
awareness to the issue of factory farming. Stickers of Sadie will be
free with any purchase at all Salt & Straw locations. Employees will
encourage customers to place stickers all around Portland, spreading
awareness of the brand and the need to end factory farming.
Sadie is also the inspiration for the app, allowing customers to
connect to her through the app’s interactive features. The
app includes an about section, that details Sadie’s life story and the
cause she represents. Users can watch her journey by “Joining the
herd,” and “following the cowbell”. Users can have an
impact on the cause by “leaving their hoof print” in three
different ways, which include “pitching into the pail,”
“volunteering,” or “becoming a cowpanion”.
Finally, the mobile app and guerrilla stunt come together with
the “Spot Sadie” feature which allows users to post pictures of
their Sadie stickers around town, building a sense of community
around a feel good cause.
BILLBOARD
The billboard features the tagline for the campaign “Farm to
Cone” We chose this slogan because its a phrase that has come
up repeatedly in interviews with the employees and owners. The
phrase centers around Salt & Straw’s mission to provide food
made from fresh local ingredients. This would be the
start of a mystery campaign that parallels our print ads that
would reveal which brand is endorsing it. This specific billboard
would be located on busy highways that cross through downtown
Portland which could include I-84 I-5 or highway 101.
The ad itself features a close up of the ice cream texture,
differentiating it from other blunt brand imagery. The hand
lettering used throughout this campaign is also featured on
this billboard. The banner specifically, is inspired by a
variation of Salt & Straw’s logo.

32 33
What emotions and moods are evoked at first glance?
Would you pay attention to this? Retain it? Share it?
Is this message believable/trustworthy?
Would you take the time to read the message?
Does this message stay true to the company’s roots?
Does this campaign make you want ice cream?
Does this campaign stand out from its competitors?
What does ice cream remind you of?
Do these ingredients seem too crazy for ice cream?
After hearing about this proposed ad campaign, how would you
describe the brand of Salt & Straw?
COM MERCIAL
The root of our campaign reflects Salt & Straw’s commitment
to its local community in Portland, Oregon. To achieve our goal
of making Salt & Straw’s growing customer base aware of its
roots, while embracing its loyal customers at their home stores,
we developed a commercial inspired by a love of Portland.
This commercial features “The Portland Song” song by Jewel,
that embraces the historical roots of this city through its many
nicknames. Once again hand-lettering is used to tie the campaign
together. A compilation of visual representations of each
nickname and their significance are overlaid with hand-lettering
typography. The video will be released on the Salt & Straw’s
Vimeo channel. It will be spread on Salt & Straw’s social media
accounts and shared by employees. The video will take advantage
of Salt & Straw’s strong word-of-mouth marketing, appealing to
its primary target market of avid social media users.
WATCH HERE
http://youtu.be/9BmpI6Y5kFw

34 35
"About - Salt & Straw." Salt & Straw. Salt & Straw, n.d. Web. 04
Nov. 2014. <http://saltandstraw.com/about/>.
"A Visit to Salt and Straw: Artisan Ice Cream in Portland,
Oregon." The Kitchn. The Kitchn, 12 Apr. 2012. Web. 04 Nov.
2014. <http://www.thekitchn.com/template-makergrower-tour-
maker-or-grower-tour_1-169069>.
Brooks, Karen. "Frozen Frontier." Portland Monthly (2014):
67-73. Saltandstraw.com. Salt & Straw, Aug. 2014. Web. 4 Nov.
2014. <http://saltandstraw.com/wp-content/uploads/2014/08/
portland-monthly-2014.pdf>.
Brooks, Karen. "How Salt & Straw Captured Portland in a
Cone." Portland Monthly. SagaCity Media Company, 1 Aug.
2014. Web. 04 Nov. 2014. <http://www.portlandmonthlymag.
com/eat-and-drink/articles/how-salt-and-straw-captured-
portland-in-a-cone-july-2014>.
"Food Artisan: Salt & Straw." Edible Portland. Edible Portland,
n.d. Web. 04 Nov. 2014. <http://edibleportland.com/2014/04/
food-artisan-salt-and-straw/>.
Lurie, Joshua. "Interview: Ice Cream Maker Tyler Malek." Food
GPS. Food GPS, 30 July 2012. Web. 04 Nov. 2014. <http://
foodgps.com/interview-ice-cream-maker-tyler-malek/>.
"Portland's Salt & Straw Opening on Larchmont." Larchmont
LA. Larchmont LA, n.d. Web. 04 Nov. 2014. <http://
larchmontla.com/News/Reports/portland-salt-and-straw-
artisan-ice-cream-in-larchmont-village.html>.
MOBILE APP
We were inspired to carry over our guerilla campaign to an
interactive medium that would develop the attachment between
Sadie and her followers. We initially began drafting the app with
the aesthetics of the website in mind. We later tailored the design
to the organic, hand-drawn feel of the other elements within our
campaign. We incorporated hand-drawn illustrations and hand-
lettered headers to create an authentic look.
JOIN THE HERD
LEAVE YOUR HOOF-PRINT
SPOT SADIE
INSTAGRAZE
SADIE’S HAPPIEST DAY
Meet Sadie
Donate
Volunteer
Cowpanion
E M A I L
L I V E P A S T U R E F E E D
This is what the life of a cow should be
like - mooooo-ving.
Watch Sadie move around, something most
cows her age don’t get to do.
Join our email list to get updates
on local sustainable businesses.
Sadie is a 19-year-old dairy cow that
was nearing the end of her usefulness in
an industry known for abuse and cruelty.
She was given her first chance to frolic
in an open field this past Spring,
leaving behind her small crate for a new
life with the Salt & Straw family. After
being rescued from the dairy industry,
Sadie has finally found a place to call
home. She currently resides in a pasture
of tall green grass outside of the city.
Each morning she kicks her heels and
runs outside of her cozy barn to stretch
her legs and greet her friends from Salt
& Straw. We are lucky Sadie shares a
love for sweets and a desire to be
friends. She is both friendly and
lovable with all who come to visit her.
Long past her youthful years, Sadie
spends her time lounging about with the
local goat, Gibson. She hopes her story
can bring awareness to factory farming,
bringing relief to her fellow cows in
need of a little love.
Love,
The Salt & Straw Family
P I T C H I N T O
T H E P A I L
V O L U N T E E R
B E C O M E A
C O W P A N I O N
U S E R N A M E
You may have noticed Sadie popping up
around town. Help spread the word of
organic and humane farming practices
around this city.
Stickers are available at Salt &
Straw, grab a few and snap a pic of
sadie in your favorite location to be
entered to win a free scoop.
Salt and Straw has teamed up with
the Pasture Sanctuary, an all
volunteer animal sanctuary.
Please fill out the contact form
below if you are interested in
joining us in the pasture.
If you are interested in
rescuing a cow of your own,
we can help you find your
perfect companion.
L U C Y & B U T T E R C U P
A L B E R T
N A M E
E M A I L
P H O N E
R E C U R R I N G
D O N A T I O N
O N E - T I M E
D O N A T I O N
S P O N S O R
A C O W

36 37
BILLBOARD & TAGLINE
DEVELOPMENT
We consolidated our tagline, removing the words “A” and
“Approach” to make our concept and message easier to retain.
We chose strawberry ice cream, rather than chocolate because it is
more vivid in color and therefore more noticeable while driving.
GUERRILLA M ARKETING
We began sketching Sadie with a hand-drawn look to match the
hand-lettering. We wanted the to incorporate the Salt & Straw
logo, while focusing on Sadie rather than promoting the brand.
In the end we decided to add a bit of color and a textured
background to give it an organic feel.

38 39
COM MERCIAL
We experimented with different clips and drafted variations of
the hand-lettered nicknames. We took into account legibility and
readability. Color correction was used on the video clips to make
the commercial appear cohesive. Timing was important so that the
lyrics matched with the images.
PRINT ADVERTISEMENTS
While developing the print advertisements we experimented with
different textures, hierarchy, and use of space. We also changed
sizes of different elements of the composition.
Version 1:
https://www.youtube.com/
watch?v=2rJpldUuhHk&list=UUKVGOVMPELSCHG7SZfIw2pg
Version 2:
https://www.youtube.com/
watch?v=UzWSTCsXDys&list=UUKVGOVMPELSCHG7SZfIw2pg

40 41
VIDEO CLIP CREDITS
“A Week in Portland” https://vimeo.com/65994266
“Blessed Feathers” https://vimeo.com/47074952
“Danner Fall 13 Stumptown Lookbook” https://vimeo.
com/75426848
“Dear True Love” https://vimeo.com/67468168
“Growing is Forever” https://vimeo.com/18305022
“All The Pretty Girls” https://vimeo.com/103673962
“Kinfolk Story: Oregon Coast Retreat” https://vimeo.
com/33177366
“Occupy Portland” https://vimeo.com/30178922
“PDX Aviation” https://www.youtube.com/watch?v=qNxW7yN-
2pk
“Portland Vacation Travel Guide” https://www.youtube.com/
watch?v=1PGiixdhNVk
Rip City Legacy - Bill Schonely https://www.youtube.com/
watch?v=LDG6EkLZO8A
“STUMPTOWN” https://vimeo.com/57430932
“Subaru Outback - Memory Lane” https://www.youtube.com/
watch?v=1LwCLHwBHjM
“The Portland Song” by Jewel https://www.youtube.com/
watch?v=oaM7B6J0G4w
“THIS IS OREGON” https://vimeo.com/40462235
“We. Are. Portland” https://vimeo.com/45150241
PHOTO CREDITS
Lavendar Ice Cream Scoop
http://bit.ly/1uV6xbg
Strawberry Scoop
https://www.flickr.com/photos/katiefujiapple/8874694128/
Chocolate Ice Cream Scoop
http://bit.ly/1AfpSu5
Bike Rack
https://www.forms-surfaces.com/sites/default/files/imagecache/
gal-reg-2x/images/5.5.2_bike_garden_setting_4057_05152012_1.
jpg
Park Sign
http://ratherberunning.files.wordpress.com/2011/07/
img_20110716_110155.jpg
Coffee Shop
http://www.barnabysofbattle.co.uk/wp-content/
uploads/2013/10/freestate3-e1382110906324.jpg
Strawberry Ice Cream Picture
http://3.bp.blogspot.com/-4ibXrhfKqus/UbsSromGsII/
AAAAAAAAACw/e8h3wJdn2To/s1600/
strawberry+icecream3727747.jpg
PHOTO CREDITS CONT’D
Sadie’s Face
http://images.sodahead.com/slideshows/000002619/cows-
27099737379_xlarge.jpeg
Sadie’s Body
http://img3.wikia.nocookie.net/__cb20111105001944/
animalcrossing/images/5/51/Real_cow.jpg
Mother & Baby Cow
http://www.acuteaday.com/blog/wp-content/uploads/2011/03/
loving-mother-cow-and-calf1.jpg
Albert
http://fc02.deviantart.net/fs71/f/2013/288/7/d/cute_cow_by_
forlorntreasures-d6qkru9.jpg
Paper Texture:
http://fc04.deviantart.net/fs23/i/2008/019/a/9/Butter_paper_
texture_by_AnnFrost_stock.jpg
Wood Texture:
http://www.hudson-co.com/wp-content/uploads/2013/05/
Mushroom-Wood-Sculpted1.jpg
Chalkboard Texture
http://design.clementinecreative.co.za/wp-content/
uploads/2014/04/free-chalkboard-texture.jpg
Sadie Photo
http://www.onearth.org/earthwire/flatulence-factor
Foodie Tourist
http://cache4.asset-cache.net/gc/109762075-young-woman-
smiling-side-view-close-up-gettyimages.
Local Oregonion
https://www.flickr.com/photos/amy_kaye/3432488616/in/
photolist-6ejphd-fAExPF-ayhSo4-dp5DsU-4AdCZ6-5EJiBh-
9HvzWH-ddzoGL-GJQfj-5a3xFY-8qFh8s-617azA-JDmMu-
eSm6gW-vFoTF-dSgL3z-hqdsDb-dDPq89-poc5q-vxHiV-
vFnWW-5uoHYA-7BkxQv-a1TJs9-5jQDYg-3nBKx-5Jsjme-
4u1NNt-84q7L4-4ZjdoD-58Ctcu-vyq8Z-7geUT3-o1849v-
8NbuGJ-dPfcew-dCaKKP-dCgaSL-8dBVs7-6T7dRi-oBKYt-
8bD6x-H7AUg-gFdezn-dAfKCw-2jXgVH-dAahmv-sZRW-
6nKMQd-9BXABB
Portland Hipster
https://www.facebook.com/shannon.dunlop.5/photos?ref=br_
rs

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