Global Rebrand for one of the UK's oldest healthcare companies

A few years ago, Salts Healthcare was the fast follower. Now, this family-run ostomy manufacturer is the industry innovator. With the company’s 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 and could also be easily selected and translated into 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 using and that the decision usually comes down to their stoma care nurse.

Could we find a way to simplify our 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 and developed 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 of the individual brand names, we could position Salts as the “go-to” brand for everything from appliances to mouldable seals.