SALTED MELON
How The Plaid Penguin Positioned Salted Melon as Charlotte’s Go-To Market & Eatery
Scope: Branding & Positioning. Website Design & Development. Menu Design. Uniform Design. Restaurant Interior Design. Exterior Signage & Wayfinding. Strategic Marketing & Communications.
OVERVIEW
When the ownership group behind Charlotte’s beloved Reid’s Fine Foods decided to launch a fresh, modern market and eatery concept, they turned to The Plaid Penguin to make it happen. The vision? A place that blends healthy, convenient, and locally inspired food offerings with an approachable and inviting atmosphere—one that speaks to today's evolving consumer preferences. From brand strategy and positioning to restaurant interior design, website development, and marketing communications, we crafted the foundation for what is now one of Charlotte’s most popular specialty markets: Salted Melon Market & Eatery.
CHALLENGES
Reid’s Fine Foods has a long history and loyal customer base, but launching an entirely new concept targeting a younger, health-conscious, convenience-driven audience was a different challenge altogether. The client needed a distinct identity, compelling storytelling, and a strong brand presence to differentiate Salted Melon from competitors in both the gourmet grocery and quick-service dining spaces.
Key challenges included:
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Creating a brand name and positioning that felt fresh, modern, and accessible while maintaining credibility.
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Developing a cohesive brand identity that seamlessly integrated both the market and eatery components.
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Designing a website, signage, uniforms, and interior aesthetics that reflected the brand’s ethos of healthy living and elevated convenience.
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Crafting a strategic marketing and communications plan to drive brand awareness and customer engagement.
SOLUTIONS
The Plaid Penguin took a 360-degree approach to bring Salted Melon Market & Eatery to life.
Branding & Positioning
We started with deep industry research and brand strategy workshops to uncover the essence of what Salted Melon should stand for. Our team developed the name, logo, brand identity, and messaging framework that reflects the brand’s fresh, health-driven, and locally rooted mission.
Restaurant & Market Interior Brand Design
From layout and materials to signage and customer flow, we enhanced the environment that seamlessly blends a modern market with a welcoming eatery. Every detail—from wayfinding signage to menu boards—was crafted to enhance the customer experience and reinforce the brand’s vibrant personality.
Website Design & Development
We built a visually appealing and user-friendly website that showcases Salted Melon’s offerings, brand story, and commitment to quality. With an intuitive layout and seamless navigation, the website serves as both a digital storefront and an engagement platform for customers.
Menu & Uniform Design
To reinforce brand cohesion, our team designed sleek, on-brand menus and uniforms that balance professionalism with the laid-back, fresh energy Salted Melon embodies.
Strategic Marketing & Communications
We developed a launch marketing plan, PR strategy, and ongoing content framework to drive awareness, engagement, and loyalty among Charlotte’s food lovers, health-conscious professionals, and local shoppers.
RESULTS
Since launching, Salted Melon Market & Eatery has quickly become one of the most popular specialty markets in Charlotte. The brand’s fresh identity, engaging customer experience, and well-crafted positioning have set it apart in a competitive space.
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Strong Brand Recognition: The Salted Melon brand is now recognized as a leader in the Charlotte market & eatery scene.
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Growing Customer Base: The concept has drawn in a loyal customer base of young professionals, families, and health-conscious consumers.
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Strategic Growth & Expansion: Salted Melon is expanding at a healthy pace, with a strong foundation for future locations.
CONCLUSION
The launch of Salted Melon Market & Eatery is a testament to the power of thoughtful branding, intentional design, and strategic positioning. By crafting a compelling brand identity, a seamless customer experience, and a strong marketing strategy, The Plaid Penguin helped transform a vision into one of Charlotte’s most talked-about food destinations. From concept to reality, Salted Melon now stands as a blueprint for modern market & eatery success.
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