PORTFOLIO
A man and woman smiling and fist-bumping each other in front of a red food truck with white lines and the word 'SALUT' on it. They each hold a cup of coffee.

Salut! The modern and contemporary coffee brand for the coffee lover who not only enjoyed good coffee but the company they share it with.

Salut is built for a new generation of coffee drinkers who value exceptional quality, thoughtful design and brands with real personality. It's confident without being intimidating.

A coffee brand that people remember!

Salut Coffee

Client
Salut Coffee

Year
2026

Logo Design

Brand Indentity

Visual Identity

White line art of two hands holding a sprouting plant with rays around it on a red background, with the word 'SALUT' written below.

The Origin

Salut means "Hi" or "Hello, one of the first words exchanged when people come together. That simple greeting became the starting point for the entire brand. While greetings have evolved over time, the intention behind them hasn't. We've traded formal handshakes for casual fist bumps, but the feeling of connection remains the same.

Salut is designed to celebrate those everyday rituals: meeting a friend, grabbing a great coffee, sharing a fist bump and saying, "Salut!" Because sometimes the smallest moments are the ones that bring us closest together.

A red-framed sign attached to a brick wall showing a hand with rays around it and the words 'Salut' and 'Salut' beneath the graphic.

The logo captures the moment of connection through two fists meeting in a fist bump. On its own, the symbol simply represents two fists touching, but it lacked the sense of energy and movement that defines the gesture itself. By introducing subtle motion lines, the logo feels alive—as though it's frozen in the exact moment of impact. This simple addition transforms a static icon into one that communicates warmth, interaction and human connection, reinforcing the brand's purpose of bringing people together.

The Logo

Three paper coffee cups on a red surface, with a white tiled wall in the background. Two cups are red with "SALUT" written on them, and one cup is white with red line art designs of coffee beans, a hand holding a coffee cup, and a coffee pot.
A red food truck decorated with white line art of noodles and a swirl, with a menu board listing coffee and ice options, parked outdoors with green trees and a blue sky in the background.

BRAND KEY WORDS

01
Friendly

02
Modern

03
Minimal

04
Bold

The brief was to create a brand that felt bold, memorable and instantly recognisable. Rather than relying on complexity, the identity achieves this through simplicity. A striking red is paired with a soft coffee-foam white, creating a confident two-tone palette with strong contrast and immediate visual impact. It's proof that a brand doesn't need an extensive colour palette to stand out—it simply needs to use what it has with purpose.

Complementing the palette is a custom typographic system that gives Salut its personality. The letterforms are playful and approachable, reflecting the relaxed nature of meeting friends for a coffee, while remaining clean and considered. Together, the typography and colour work in harmony to create a brand that feels warm, confident and full of character without ever feeling overdesigned. The result is an identity that is bold in appearance, effortless in execution, and built around the simple joy of getting together over great coffee.

The Colours Scheme:

A person wearing a red oversized t-shirt with the word "SALUT" printed on it and a graphic of a speech bubble. They are also wearing gray jeans and a ring on the left hand, with a plain white background.
A person with long brown hair wearing a red T-shirt standing in front of a coffee machine in a tiled room.
A croissant placed on a red metal table in front of a red takeout box with white line drawings and the words 'Salut' and 'Enjoy Your Food' on a white brick wall background.
A woman in a red shirt sits outside, drinking coffee from a red mug that says 'Salut', against a white brick wall with small green plants nearby.
The entrance of a cafe named "SALUT" with a red facade, located in a stone building on the street. The cafe's interior, with white subway tile walls, tables, chairs, and a person sitting inside, is visible through the glass door.
Person walking on sidewalk holding a takeaway coffee cup carrier with two cups and a standard coffee shop paper bag labeled 'SALUT'.
Screenshot of Salut Coffee's social media profile showing logo, 341 posts, 1.2 million followers, and website link.
Red tote bag hanging against a white wall with a circular logo and text.
Close-up of a smartphone screen showing app icons, including Mail, Calendar, Notes, and a weather app, with the time 9:41 and the date Monday the 6th.
A white baseball cap with a red logo, placed inside a red bowl filled with yellow lemons, on a gray carpeted floor.
Several glass bottles of lemonade with red labels that say "Salut Lemonade" on a worn red table against a white tiled wall, with some bottles lying down and others standing.
A woman with long brown hair and red lipstick is drinking coffee from a red disposable cup. The cup has white text and a line drawing of a hand making a gesture, along with the phrase "Say Salut To A Great Coffee." The background is textured red.
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FINAL SAY

Salut is about bring people together. A brand built on a greeting. This visual identity is focused around that connection. The moment you bump firsts with your mate. It is bold, it is loud but it’s simple in its own right.

Aaron Moriarty

93 Design Studio

If you like what you have seen and want to work with me, why not get in touch by clicking the link below and filling out a contact form.

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