Saltaire Catering by UC San Diego branded coasters in navy featuring a coastal illustration with waves, terns, and a pier alongside the sunburst lettermark pattern on a marble surface, showcasing specialty graphics and print collateral design for a food and beverage and education market client by RSM Design.

San Diego, California

Saltaire

Where Every Meal is a Crafted Experience

Project type

Brand Development

Project sector

Food & Beverage Education Design
Saltaire Catering by UC San Diego brand logo with navy blue textured lettering on a light gray background, showcasing visual identity and branding design for a food and beverage and education market client by RSM Design.

Project info

Client UC San Diego

Design that makes every moment feel thoughtfully prepared

Saltaire Catering enriches the UC San Diego experience by delivering fresh, vibrant menus for every occasion. RSM Design developed a rebrand that captures the spirit of togetherness and celebration at the heart of Saltaire’s mission. From casual gatherings to milestone events, the updated identity reflects Saltaire’s commitment to creating memorable, shared experiences. Through a refined visual language, the new branding enhances Saltaire’s role in fostering connections within the campus community, making each meal an occasion to savor.

RSM Design engaged with diverse stakeholder groups, including staff, clientele, management, and UCSD, to perform a thorough analysis of the brand experience. This process highlighted strengths, identified areas for growth, and revealed the brand’s core story, essence, and narrative. Leveraging these insights, RSM Design crafted a distinctive name, brand identity, and system to clearly articulate the brand’s message and develop assets to successfully launch the new brand.

Brand guidelines spread for Saltaire Catering by UC San Diego showcasing color palette, typography, print collateral, and visual identity system across menus and branded materials, highlighting branding and visual identity design for a food and beverage and education market client by RSM Design.

Each design touchpoint has been carefully crafted to feel cohesive, intentional, and unmistakably Saltaire.

Service

Brand Development
Royal tern in flight against a blue sky, used as a brand inspiration image for Saltaire Catering by UC San Diego, reflecting the coastal identity and placemaking design story developed by RSM Design.

Inspired by local seabirds, the abstract silhouettes evoke coastal movement and lend a refined sense of place along UCSD’s shoreline.

 
Saltaire brand icon featuring two navy tern silhouettes forming an "S" lettermark on a light blue-gray background, showcasing visual identity and branding design for a food and beverage and education market client by RSM Design.
Saltaire Catering by UC San Diego embroidered badge logo featuring the tern lettermark icon in an arched navy and silver design on a marble surface, showcasing branding and visual identity design for a food and beverage and education market client by RSM Design.
Catering staff wearing a white chef's cap branded with the Saltaire tern lettermark icon, demonstrating branded uniform and print collateral design for a food and beverage and education market client by RSM Design.
Saltaire Catering by UC San Diego branded stationery suite including envelopes, letterhead, and business cards featuring the tern lettermark in navy and sand, showcasing print collateral and visual identity design for a food and beverage and education market client by RSM Design.
Artisan sourdough loaf wrapped in Saltaire Catering by UC San Diego branded tissue paper featuring a repeating tern lettermark pattern in navy, showcasing specialty graphics and print collateral design for a food and beverage and education market client by RSM Design.
Saltaire Catering by UC San Diego branded box featuring the tern lettermark inside a sunburst illustration in navy on white, showcasing specialty graphics and print collateral design for a food and beverage and education market client by RSM Design.
Three Saltaire Catering by UC San Diego branded coffee cups in white, ocean blue, and navy colorways featuring the tern lettermark and sunburst icon, showcasing print collateral and visual identity design for a food and beverage and education market client by RSM Design.

Even the smallest detail, from website design to to-go packaging, carry the weight of the brand.

Market

Education Design
Laptop displaying the Saltaire Catering by UC San Diego website homepage featuring the sunburst tern lettermark on a navy background, showcasing digital collateral and visual identity design for a food and beverage and education market client by RSM Design.
Saltaire Catering by UC San Diego business cards fanned across a surface in navy, ocean blue, and sand colorways featuring the tern lettermark pattern, showcasing print collateral and visual identity design for a food and beverage and education market client by RSM Design.

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