Asbury Park Sea Salt was built around a simple idea: creating a product that truly feels like Asbury Park. Working closely with founder Danielle, we developed a brand identity and packaging system inspired by the city's historic architecture, local landmarks, and the flowing decorative forms of Art Nouveau design.

The custom logotype was drawn from scratch, taking cues from the signage and architectural details found throughout Asbury Park. The illustrated logo icon, a woman’s face wich was inspired by the mermaid sculptures of the historic carousel building, serves as a visual nod to the city's seaside culture and artistic history. Architectural illustrations featured throughout the packaging further connect the product to the place it calls home.

By weaving together local iconography and handcrafted typography, the final design creates a strong sense of place, allowing residents and visitors alike to recognize Asbury Park's character in every package. The result is a brand identity that feels both nostalgic and contemporary while remaining unmistakably tied to the community that inspired it.