- Brand Identity, Brand Storytelling, Brand Strategy
Where Great Food, Craft Coffee, and Good Vibes Come Together
What if a café could feel like an extension of the community itself? Salt & Sage, a vibrant new café and brunch destination in the heart of Charleville, partnered with TAP to create a brand and space that celebrates fresh, wholesome food, crafted design, and a true sense of belonging.
Our Approach
Working closely with founders Brendan and Ray Lee, we built a brand strategy and identity rooted in authenticity and local spirit. From the warm, natural interiors to curated in-store storytelling, every detail was designed to feel crafted, welcoming, and unmistakably Charleville.
The Result
Salt & Sage has quickly become more than a café, it’s a community hub. The environment feels instantly at home in its surroundings, while the brand identity and spatial design bring the Lees’ passion for food and people to life. With artisan coffee, handcrafted bakery offerings, and a design that blends comfort with character, Salt & Sage is already embraced as a local favourite and a destination in its own right.
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“It’s a social hub now, for people to come and meet. People have been waiting for years for something like this to come to Charleville”
Brendan Lee and Ray Lee
Founders of Salt&Sage