There are hundreds of thousands of people living with a stoma worldwide, all relying on delivery of products; and products that deliver. Salts Healthcare is one of the oldest family-run companies in the UK, with over 300 years providing ostomy care. They’re often the first to do everything – recognition from the British Skin Foundation; aloe in hydrocolloids; the first bags to come in three colours – anything that makes patient’s lives easier. Our total rebrand gave the company a fresh, forward-thinking look and put people – their customers – at the heart of the communication.
Salts Healthcare is, today, maintaining its position at the forefront of ostomy care innovation, and is still the industry innovator. With the company’s ongoing investment in new product development and additional plant and machinery, they are on track for continued growth and increased sales, especially in emerging markets.
With exports now representing an increasing percentage of the company’s turnover, they needed to ensure their communications had the gravitas of an international brand – but at the same time, could also be easily selected and translated into many different languages.
Salts Healthcare had a huge range of products, all with different brand names. But our research revealed that ostomists are often unaware of which brand of appliance or products they are actually using – and that the decision usually comes down to their Stoma Care Nurse.
Could we find a way to simplify their branding and packaging to make selection easier for everyone, and get people to buy into Salts as a brand?
We helped Salts to hone down their vision and values by developing a new brand promise – Caring, Listening and Innovating to Improve Lives. This informed the style of the new branding and marketing communications.
Overall, we agreed to make the design feel modern and fresh, while also stripping back product names and helping Salts Healthcare to become a unified branded house, rather than a house of brands.
By getting the product selectors (e.g. nurses and patients) to choose the Salts name, rather than trying to remember all the individual brand names, we could position Salts as the ‘go-to’ brand for everything from appliances to mouldable seals.
We started by developing a fresh, clean modern logo that represents a forward-thinking, diverse company. New packaging design followed, with all products prefixed with ‘Salts’, and with simple, helpful descriptors.
The new look and feel has been rolled out across patient/nurse literature and a more dynamic website, which encourages people living with a stoma to share their stories.
As Salts is truly an international business, we’ve created templates to ensure consistency across all communications and make it easier for different distributors to represent the Salts brand.