Sign Salad

Sign Salad is an award-winning cultural insight agency specialising in semiotics and language analysis. We call our approach culturally-driven brand thinking – and it all starts with being curious about how brands and culture fit together. Culture is what makes brands meaningful to consumers. We interrogate how changing cultural landscapes unconsciously influence attitudes, behaviours and choices. Using tools such as semiotics, language analysis and cultural theory, we help our clients with their brand challenges such as: positioning, innovation, packaging, creative development and visual identity. Our semiotic analyses range from close readings of brand materials, such as packaging, comms and point of sale to broad cultural surveys of whole markets or categories. Our highly trained and commercially savvy semioticians work internationally for blue chip companies in all industry sectors. We also work in partnership with qualitative research agencies where semiotics can add significant value. We encourage suita