SALT ON WAVES Branding Agency awarded Gold at Transform Awards Europe 2024

The SALT ON WAVES agency from Iași received the highest award in the category “The best visual identity in the retail sector” with the Meltin(Pot) project, a well-known Italian clothing brand.

The Transform Awards gala took place in London on April 17, 2024. During the competition, more than 50 prizes were awarded in various categories and sections. Salt on Waves did honor to Iasi, being the only agency from our region present at the competition this year.

The Transform Awards is one of the most prestigious branding competitions globally. Now in its 15th year, the event celebrates excellence in branding, rewarding creative and innovative projects from around the world. These recognitions are awarded following a rigorous judging process, in various categories, including brand architecture and strategy, visual identity, naming, audio brand or packaging.

Formed by over 30 branding, marketing and communication industry specialists from companies such as Nestlé, Coca-Cola, Bayer, Vodafone, up to Landor & Fitch or Pentagram, the jury appreciated Salt on Waves’ bold concept and strategic direction in rebranding Meltin(Pot). The versatility and use of the graphic symbol was considered a creative and effective choice in communicating and positioning the brand in the competitive luxury brand market.

Salt On Waves is its first entry in this competition and has managed to beat big names in the industry to be named the winner of the five finalists in the category “Best Visual Identity in the Retail Sector”.

“For me, the Transform experience is an immense joy, especially because London is the city where I lived and where I learned the most valuable lessons. The value of this achievement is all the greater because Salt is a young agency, this year we are celebrating 5 years of activity. The fact that we were selected made our project stand proudly in the competition next to those created by prestigious international agencies such as Pentagram, Landor, Lippincott.

The Meltin(Pot) project was an extraordinary experience for us: rebranding itself for an Italian client, with other standards, other values, other energy, putting into practice the creative process from visual identity to the actual realization of photo-video materials for the launch, participating in Transform on the last hundred meters, the trip to London with adventures, of course, the fantastic gala with the networking and related emotions, bringing the award to Iași and, last but not least, our joining the agencies that enjoy achievements all over the world”, stated Mirona Gâdeifounder of Salt on Waves.

With a tradition of over 20 years in the denim industry, Meltin(Pot) was one of the most popular Italian brands in the 2000s. Founded in 1994, the company focused on the production of jeans at the European level. With an impressive turnover in its glory years, the owners invested heavily in the brand. Following extensive market research at national and international level, they diversified the range of products by establishing their own factory and a concept store. By involving local artisans, the brand has managed to capitalize on Italian tradition and quality, obtaining denim pieces appreciated all over the world. After a period marked by difficulties and culminating in bankruptcy in 2019, a group of Italian investors took over the old factories and wanted to revitalize the potential of the Meltin(Pot) brand.

Salt on Waves won the rebranding project after participating in a pitch organized by the owners of Meltin(Pot) in front of other agencies in Europe.

The main challenge involved repositioning the brand in the market and moving from a mass brand to a high-end one. The rebranding process was based on the concept of unity and inclusion. The visual identity expresses the essence of Meltin(Pot) – a way of life and a space where anyone, regardless of geographical origin, ethnicity, religion, sexual orientation, profession or age, is and feels accepted. The parentheses define Meltin(Pot). This approach allowed the brand to become a symbol of diversity and openness to all categories of consumers and to be distinctive in the fashion industry.

To implement the creative concept, Salt collaborated with the renowned stylist Ovidiu Butamaking a daring photo-video session led by the resident of Iesian Iustin Şurpanelu. Filming took place in many locations in Italy, including inside the former Meltin(Pot) factory in the town of Puglia, capturing details of the brand’s roots.

Salt on Waves offers integrated branding services: strategy, graphic design, brand communication. In addition to developing memorable visual identities, Salt expands its area of ​​expertise with services such as UI/UX design, web design, copywriting, web development and builds custom presentation and e-commerce websites for large and small clients. Through digital marketing campaigns, Salt helps brands connect easily and correctly with the right audiences.