Salt & Straw is an ice cream company based in Portland, Oregon, founded in 2011 by cousins Kim Malek and Tyler Malek. Their goal is to be the happiest part of people’s day. Using ice cream as a platform, they fearlessly explore new ideas, ingredients, and connections that help them learn more about themselves, each other, and the communities they’re a part of.

People love Salt & Straw for their unbelievably delicious, unique ice cream. They eagerly await their chance to see, try, and enjoy the imaginative flavors that only Salt & Straw can dream up. We wanted to amplify the taste-provoking aspect of the brand by celebrating what we called the theater of flavor and pushing their original and unique point of view. Theater of Flavor is an ongoing show where the goal is to inspire and entertain the Salt & Straw guests. Like their unique flavors, the communication should be deliciously unexpected.

The typography references the playful and dynamic headlines found in film and rock show posters. Hand-crafted touches reinforce the level of care and intentionality. Ingredients are displayed in fun and unique ways, like a preview trailer for the monthly themes. The iconic red and white colors set the stage, and accent tones add extra special attention to the monthly features.

Salt & Straw makes ice cream that’s about more than ice cream. They make ice cream about the ingredients they use and the farms and artisans they come from. About how they cook and freeze and candy and sort and burn and smash and hand-drizzle and ribbon and spoon and sprinkle all of their ingredients in intriguing and unexpected ways.

Salt & Straw is the theater of flavor.