Attic Salt
CASE STUDY Highlights
the project
Rebrand & Brand CX Strategy:
70 Locations
, One Magical Mall Ecosystem.
Process
& Results.
the science
Attic Salt is a clothing brand that promotes a radical sense of community and kindness. They are dedicated to providing customers with high quality, inclusive clothing that helps them express themselves and feel good about who they are.
Part of the Go! Retail Group is a family of brands comprised of Toys”R”Us Mall of America, Calendars.com, Go! Toys and Games, Calendar Club Australia/New Zealand, Calendar Club Canada, Calendar Club UK, Attic Salt, Snoozimals, NIQUEA.D, Carousel Worldwide, Tiny Headed Kingdom, and Kobioto.
Established retailers with a passion for innovation, operations, and community. Since 1993, they have successfully operated the largest fleet of popup stores in the world, with operations in six countries. Our business has grown to include year-round stores, in-house brands, ecommerce, 3PL services, and 380,000 square feet of warehouse space.
What they were looking for (next tab) →
After two decades in business, one name change and the growth of over 70 locations, Attic Salt needed a singular brand —to unite past & future, physical & digital, corporate & community.
Factors at Play →
COMING IN:
✹ challenges ✹
- New brand, limited word-of-mouth
- Small team
- Looking to build out their internal marketing team
- Disjointed brand ecosystems — for both the customer & instructor journey
- Teams operating in silos
- Top-heavy teams
- Uncertainty of streaming vs. in person workouts due to the pandemic
✹ strengths ✹
- Experienced, accomplished leadership team
- Advisor & investor team of connected heads of top global companies
- strong technology from a product side
- Differentiated offering that filled a tangible gap in the fitness space
How we solved this (next tab) →
Through audits, design sprints, mind-maps, strategic visioning & ecosystem-sourced creative direction, our team delivered a refreshed brand identity for Attic Salt.
project details →
For Attic Salt our research process included the following:
A. Research & Development
i. identify the brand cx ecosystem
ii. full team integration
iii. SWOT / market research
iv. creative exploration
B. Brand Values, Messaging & Communications
Uniting The Inner & Outer Attic Salt.
- From ecomm copywriting to in-store signage, Attic Salt needed a brand voice that reflected its customers’ and communities’ core values.
- Through frame-worked priority maps and collaborative design-thinking, we identified the brand’s practical and emotional true north, updating its mission, vision, values, voice and tone for the company’s internal and external communications.
C. Brand Identity & Strategy Design
- Informed by mall science the vibrancy of creative communities and the diversity behind Attic Salt’s 1,000+ SKUs, we created a comprehensive brand ecosystem that would take the story of Attic Salt into the future. Our team developed a design strategy that would uniquely meet the brand’s 70+ stores’ creative production needs and constraints, while still embodying best practices for ecommerce.
D. Creative Direction
- At Attic Salt, every product tells a story and every gift builds a world. We thought the brand’s visual identity could mirror the same. Representing the brand’s product zones, core values and traditions, we combined landscape imagery, custom iconography and contrasting colors to manifest an aesthetic that could hold the vibrant diversity of Attic Salt’s product lines, branded collaborations and customer base.
services we provided (next tab) →
- Brand Strategy
- Strategic Communications
- Graphic Design
- Logo Design
- Art Direction
- Store Experience Design
- Store Experience Development
- Custom Iconography
- Campaign Storytelling Strategy
See the brand “BEFORE” (next tab ) →
See the “AFTER” for Attic Salt (scroll down ) ↓
After two decades in business, one name change and the growth of over 70 locations, Attic Salt needed a singular brand —to unite past & future, physical & digital, corporate & community.
Through audits, design sprints, mind-maps, strategic visioning & ecosystem-sourced creative direction, our team delivered a refreshed brand identity for Attic Salt.
research & development→
For Attic Salt our research process included the following:
i. identify the brand cx ecosystem
ii. full team integration
iii. SWOT / market research
iv. creative exploration
revamped creative direction →
B. Brand Values, Messaging & Communications
Uniting The Inner & Outer Attic Salt.
From ecomm copywriting to in-store signage, Attic Salt needed a brand voice that reflected its customers’ and communities’ core values.
Through frame-worked priority maps and collaborative design-thinking, we identified the brand’s practical and emotional true north, updating its mission, vision, values, voice and tone for the company’s internal and external communications.
C. Brand Identity & Strategy Design
Informed by mall science the vibrancy of creative communities and the diversity behind Attic Salt’s 1,000+ SKUs, we created a comprehensive brand ecosystem that would take the story of Attic Salt into the future. Our team developed a design strategy that would uniquely meet the brand’s 70+ stores’ creative production needs and constraints, while still embodying best practices for ecommerce.
D. Creative Direction
At Attic Salt, every product tells a story and every gift builds a world. We thought the brand’s visual identity could mirror the same.
Representing the brand’s product zones, core values and traditions, we combined landscape imagery, custom iconography and contrasting colors to manifest an aesthetic that could hold the vibrant diversity of Attic Salt’s product lines, branded collaborations and customer base.
success highlights →
Through our optical lift of the brand zelf. has gone from struggling for over a year to (a) close their 1st brand and (b) build out their advisor board — to , within just a few months of launching our work together, having an A-list advisor roster and some of TikTok’s most exciting brands. They also just launched their next round of funding this week and are closing in on meeting their goal.
Brands Including:
- Liquid Death
- Bubble Skincare
- Macy’s
- Blue Mercury
- Monday
- Daiso
Advisory Board Including:
- TikTok, Current Head of Content Monetization
- VP of Digital Growth for the NBA / Former Head of Growth for Cameo
- CSO for Spotter / Former VP of Marketing for Netflix
- Former Twitter Head of Content
- Former CMO of Post & Reckitt
- VP of Marketing for Maybelline
- Former Head of Community for Uber
about the brand →
Attic Salt is a clothing brand that promotes a radical sense of community and kindness. They are dedicated to providing customers with high quality, inclusive clothing that helps them express themselves and feel good about who they are.
Part of the Go! Retail Group is a family of brands comprised of Toys”R”Us Mall of America, Calendars.com, Go! Toys and Games, Calendar Club Australia/New Zealand, Calendar Club Canada, Calendar Club UK, Attic Salt, Snoozimals, NIQUEA.D, Carousel Worldwide, Tiny Headed Kingdom, and Kobioto.
Established retailers with a passion for innovation, operations, and community. Since 1993, they have successfully operated the largest fleet of popup stores in the world, with operations in six countries. Our business has grown to include year-round stores, in-house brands, ecommerce, 3PL services, and 380,000 square feet of warehouse space.
Brand Strategy
Strategic Communications
Graphic Design
Logo Design
Art Direction
Store Experience Design
Store Experience Development
Custom Iconography
Campaign Storytelling Strategy
the creative
Where We
Took
Attic Salt's Brand
I highly recommend working with the Dos Mundos team to act in a CMO capacity — and dramatically increase your marketing ROI efforts — in record time.
We started working with them on our investor decks, which was oversubscribed. Kana's ability to take the story and put it into a concise, easy-to-digest, and catching deck was instrumental in our raise. Kana and Jane are great strategists who can come in and assess all pieces of your marketing department from social to emails to growth. They know how to be scrappy and understand the mindset of early-stage companies. They also have an amazing eye for understanding the brand image and helping us move our creative in the right direction. They improved our marketing processes and helped us uplevel our strategic thinking and we are still executing on a number of the strategies.
