Salty Sister OBX: A Girls' Girl

anniebarch
Apr 17, 2025
2 min read

My favorite side projects are the ones where a small business—someone’s true passion—gets to come to life. These are the projects I pour my heart into. When Sydney, a local entrepreneur (and friend), came to me with her vision for Salty Sister, I knew it wasn’t just another beach shop. She wanted something that felt fresh, stylish, and totally her—a little glam, a little silly, and full of heart.

Creative Brief

Project Overview

Project Name: Salty Sister OBX

Client/Owner: Sydney, Founder & Curator

Develop a brand identity for a boutique in the Outer Banks inspired by Sydney’s personal style—trendy, girly, a bit bold, and effortlessly wearable. The shop needed to feel approachable and elevated. It should feel like stumbling into your most fashionable friend’s closet.

Background & Brand Story

From the start, Sydney had a clear vision: a boutique that felt like an extension of her own style—trendy, feminine, a little bold, and totally effortless. She wanted to bring a curated collection of clothing and accessories to the Outer Banks that resonated with both visitors and locals.

But more than that, Salty Sister was personal. This was a dream coming to life and you felt it in every choice Sydney made for the collection and the business. The logo was no exception.

What might look like a kitschy icon is actually a nod to the friendship and community at the heart of this brand. The goose in a sun hat came from a wine-fueled night with friends, where we couldn’t stop laughing and started calling ourselves “silly gooses.” That inside joke stuck—and over time, it became more than just something funny. It became a symbol of the spirit Sydney wanted Salty Sister to embody: playful, confident, and full of heart.

This wasn’t about chasing trends. It was about creating a space that felt fresh, approachable, and elevated—a boutique that could help women feel like their best (and most stylish) selves.

Objectives

Build a standout brand that still feels at home among OBX’s boutique community
Capture the balance of trendy and wearable, girly and grown
Create a cohesive identity across signage, social, packaging, and apparel
Appeal to both vacationers and year-round locals
Make the brand feel like someone you know and love—your cool, stylish friend

Target Audience

Women 18–45, both tourists and locals.

Style-conscious but chill, looking for pieces that feel expressive, confident, and easy to wear

Brand Personality & Tone

Playful, but never childish. Polished, but never pretentious.

The brand is effortless and confident—like your friend who somehow pulls off a crochet cover-up and a sundress in the same afternoon, just by grabbing something she forgot was in the backseat. She’s a girls girl who has an eye for the unexpected and a firm belief that a good hemline can solve most of life’s problems.

Competitive Landscape

OBX is home to some truly charming boutiques, each with their own personality. All together they almost feel like a fashion forward friend group. Our challenge? Make Salty Sister one of the girls.

Style Differentiators: Soft coastal pastels with bold typography and a cheeky logo that turns heads.

Experience Differentiators: A shop that feels like your favorite group text thread in boutique form—warm, welcoming, and always daring you to try something new