We wanted to create a name that was powerful, thoughtful, and robust in its capacity to help carry the brand forward. Among other things, we also felt it was important that the new name be grounded in a human experience, that it be empowering in its meaning, and that it could scale to an iconic stature if the company's success leads the way. In Saltbox, we've found a name that we love. We believe that it achieves all of our goals and, with time, will come to resonate with our members and broader stakeholders on a deep level.
While we don't intend to lean heavily into the history and literal meaning of the name, it is a story worth telling...
In its most literal sense, a saltbox is a traditional New England-style home with a long, pitched roof that slopes down to the back. The asymmetry of the unequal sides and the long, low rear roofline are the most distinctive features of a saltbox, which takes its name from its resemblance to a wooden lidded box in which salt was once kept.
Of note, many saltbox dwellers added "lean-tos" or work sheds onto the backs of their homes, mainly for storage and industrial work purposes. You can imagine, for example, the 19th-century blacksmith or carpenter crafting his wares in the lean-to, but retreating to the comfort and warmth of his home when the work was done. This image resonated with us as we pondered the conceptual similarities between how our members will interact with our spaces.
Lastly, The construction of saltboxes also allowed for expansion over time, which growing families often took advantage of.
Above all else, these are homes that evoke a spirit of hard work, industry, and room to grow--much like Saltbox itself.