Saltbull: the brand that turns barbecue into a ritual of power

Barbecue isn’t just about meat. It’s about leadership.

The one who handles the grill isn’t cooking – he’s commanding. He’s the master of the flames, the guardian of the fire, the host who makes sure everything is perfect.

That was the starting point for the creation of saltbull.

The challenge
Saltbull came to contagio lab with a clear goal: to create a strong brand and premium positioning for its line of salts, seasonings, and peppers.

The market is already flooded with spices. The difference between just another product and the product lies in positioning.

The insight that changed everything
We asked a simple question: why do people barbecue?

9 out of 10 grill masters answered: “to gather family and friends.”

Barbecue isn’t about food. It’s about connection.

And more: the grill master takes pride in their role. They’re not just cooking meat – they’re the don of the barbecue.

The concept: the grill master as a godfather figure
To turn that truth into a brand, we introduced a symbol of respect: the bull – a sign of strength and leadership.

The inspiration? The godfather.
Just like in the movie, the barbecue leader doesn’t ask for permission. He commands presence.

The result
A bold, premium, and striking visual identity.
A powerful positioning that sets the brand apart.
A brand that doesn’t just sell seasonings – it sells authority over the grill.

Saltbull isn’t just a name. It’s a title.