Salad Money

Creating a fresh brand and proposition for Salad Money.


A fresh perspective on fair lending.

Salad Money began life with a clear mission: introduce an antidote to the persistent problem of toxic payday loans. Emerging of a beacon of hope in an exploitative market, Salad Money challenges the norms of traditional lending. The company specialises in small, affordable loans, offered to support consumers often overlooked by mainstream credit providers.

More than just a crucial funding resource, Salad Money joined forces with financial education specialists, Nudge, to offer free guidance to all employers in its community. This positions the company as a true guide and partner to its consumers. The only challenge? Salad Money needed the right brand to highlight its unique value proposition.

The brief

Designing a distinctive brand for an ethical innovator.

Salad Money approached Fabrik with a challenge. They needed a comprehensive brand strategy, infusing the right visual elements, personality, and messaging into an identity consumers could trust. The company needed to separate itself from the unethical players in the lending landscape, and earn the confidence of a cautious, disillusioned customer base.

Our team of branding, and consulting experts partnered with Salad Money on the development of a new, fresh name, a set of clear guidelines, and an evocative mission statement, as well as a bold new visual identity. Our goal was to create the assets that accurately reflected Salad’s position as a straight-talking, compassionate brand.

Our input

Translating values into a vibrant brand identity.

Our branding journey with Salad began with a deep exploration of the company’s core values and mission. We distilled these into a single descriptor: “Fair lending for everyone”, and built a manifesto around the unique value Salad brought to the financial market. With the brand framework in place, we assessed the company’s initial ideas for a name.

The name “Salad Money” was chosen to reflect the company’s fresh approach to lending. With a compelling name in place, we set about creating a bold, bright, and welcoming visual identity, selecting a crisp new color palette, and a modern, robust typeface for the brand logo.

Our output

Delivering a cohesive brand experience.

Our unique blend of creativity and strategy culminated in the development of a cohesive new brand experience. Together, the updated name, eye-catching visual identity, and guidelines created for the brand gave Salad Money a crucial edge. The company’s brand identity now fully reflects its ethos of fair and responsible lending, and a commitment to ethical innovation.

We worked hand-in-hand with Salad Money throughout the entire branding journey, creating the organisation’s new website, an explainer video, and collateral assets for partner employers. With our help, Salad Money has a refreshing brand, perfectly aligned with its unique position in the financial market.

What we did:

—Brand strategy
—Tone of voice
—Logo-mark creation
—Visual identity
—Website design
—Explainer video
—User guidelines
—Launch & roll-out
Project team:
Olly Davy,
Lee Scott

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