Salt Spring Goods is a modern general store located between two bustling marinas on Salt Spring Island, designed to serve boaters, tourists, and locals alike. Owners Daniyel & Amy wanted to create a stylish yet relaxed destination that stood apart from typical coastal retail. To help realize that vision, I developed a brand identity that could hold their eclectic range of products—from small-batch pantry items to design-forward travel goods—without leaning on tired nautical clichés. The result is a warm, offbeat, and inviting visual system that mirrors the character of the island itself.

At the heart of the branding is a toque-wearing seagull—confident, quirky, and a little smug—offering a memorable, emotional entry point to the brand. From discovery through to implementation, I grounded the work in a blend of island charm and contemporary design cues, creating a flexible system of logos, signage, and merchandise that feels cohesive but never predictable. Whether on a corduroy cap, screen-printed tote, or storefront sign, the identity invites connection without shouting. It’s designed to feel like something you stumbled upon—and are glad you did.

‣ Identity ‣ Print Collateral ‣ Merch Graphics ‣ Signage