About White and Salt – A Strategy-First Branding Agency

Founded: 2015
Founder & Creative Director: Jenna Johnson
Based in: San Diego, California
Clients: United States and global
Specialties: Brand Strategy, Brand Identity, Packaging Design, Website Design & Development
Industries: Beauty, Wellness, Fashion, Lifestyle
Agency type: Women-led boutique creative and branding agency

White and Salt is a women-led boutique branding and creative agency based in San Diego, California, partnering with clients across the U.S. and globally. Founded by Jenna Johnson, our studio specializes in brand strategy, brand identity, packaging and website design for beauty, wellness, fashion and lifestyle brands.

For more than 10 years, we’ve helped early-stage companies build brands from the ground up and established businesses reposition, rebrand and grow. Our strategy-first approach connects positioning, storytelling and design to create distinctive brand worlds built for long-term growth.

Let's Work Together

Founded in 2015, White and Salt has spent more than a decade helping companies build and evolve their brands.

1. Catch the Bug

Before we ever design anything, we get fully immersed in your world. We want to drink the same water you’re drinking, see your vision through your eyes, and become true superfans of what you’re building. When we catch the bug, every idea and suggestion we make feels like a natural enhancement of your brand, not a departure.

2. Map the Gap

Once we’re aligned with your vision, we look at the bigger picture. We dig into your audience, your competitors, and the cultural landscape to see where your brand naturally fits—and more importantly, where it can stand out. This gives you a clear path forward so you’re not chasing trends but leading the conversation in your space.

3. Design the Movement

With vision and strategy aligned, we bring it to life through design. The goal is an identity that looks, feels, and acts like culture. It’s bold but still usable, iconic yet practical for your team to work with. From packaging and digital design to in-person brand moments, we don’t just design visuals—we create a world people want to be part of.

This approach has landed our clients in major publications including Vogue, Glamour, Business Insider, Marie Claire, The Washington Post, Forbes, InStyle, People, and TODAY.

And has also resulted in business building opportunities such as;

- Increased social media following (as much as 200% within 2 years)
- Increased website traffic (as much as 224% in 1 month)
- Increased revenue (as much as 300% growth in 2 years)
- Significant increase in the number of aligned clients inquiring and booking (reported within 1 month)
- Expansion from online shop to brick and mortar storefront in NYC

Who We Work With

White and Salt partners with founders, marketing teams and established brands primarily across beauty, wellness, fashion and lifestyle. We work with companies at different stages – from startups building their first strategic brand identity to established businesses preparing for a rebrand, repositioning or next phase of growth.

Let's Work Together

Services

Brand Strategy
Positioning
Brand and Content Pillars
Brand Messaging
Copywriting
Brand Identity Design
Logo Design
Illustration
Iconography

Website Design
Website Development
E-Commerce Shopify
Packaging
Physical Assets
Digital Assets
Art Direction
Brand Photoshoot Decks
Creative Retainers