Salts Healthcare

Global Rebrand


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.

Salts site on ipad