Oovii

Where discovery awaits

[2024]

Services

Brand Strategy, Brand Identity, TOV & Storytelling, Print & Packaging, Art Direction, Environmental Design, Illustration

Press

The Brand Identity
The Telegraph
The Times

[01] Duzi St. created a new luxury hospitality brand between the sea and the moors. Rather than speaking about luxury, the brand invites guests into an experience of restoration. Grounded, romantic and wild: our opportunity wasn't to refresh a logo or modernise a hotel identity — it was to create a new hospitality brand from the ground up.

[02] Saltmoore’s bespoke primary logo is crafted from curved edges and uneven weight to evoke a weathered, grounding sensibility. The expressive ‘M’ symbolises the connection of the estate’s unique landscape, sitting between the Wild Sea and North Moors.

Formerly Raithwaite Sandsend, this North Yorkshire estate was stepping into a new chapter with new owners who could see its potential straight away – the landscape, the architecture, the setting, and that feeling of being somewhere truly distinct. But the brand hadn’t kept pace. It wasn’t enough to change the logo; the whole experience, story and identity needed rethinking.

That’s where Duzi St. came in – not just as consultants, but as the creative leadership team helping to define the site’s new positioning, find the right name, shape the narrative and build a brand world the estate could grow into. Working side-by-side with the Saltmoore team, we created a brand that feels deeply tied to its surroundings yet confident enough to stand out in the luxury space, earning Two Michelin Keys within its first year of opening.

The Saltmoore emblem is formed by a dynamic arrangement of the ‘S’ and ‘M’ letterforms, intertwined like land and sea, their interconnected, expressive lines capturing the wild energy of the estate’s surroundings.

At the heart of the project was a shared belief between Duzi St. and Saltmoore: the brand should begin with the landscape, not a logo. Saltmoore sits at a rare meeting point where the wild North Sea meets the heather-draped Yorkshire Moors. And it was that clear contrast that became the emotional and strategic anchor for everything that followed.

From there, we developed a narrative framework built around place, people, planet and purpose, giving the estate a story that would shape everything from messaging to imagery. This simple but powerful idea: between the sea and the moors informed the name - Saltmoore. It brings together the two defining elements of the location in a single, ownable word that feels grounded, evocative and memorable. The name set the tone for the wider voice: rooted in seasonality, discovery and a strong sense of place.

The narrative voice we developed focuses on restoration, connection and discovery. Guests are encouraged to feel part of the landscape — to slow down, to reconnect, to respond to the seasons, and to experience the estate in a more personal way.

The Oovii

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