Salts Healthcare

Global Rebrand

Salts Health­care Glob­al Rebrand

Salts Healthcare is one of the oldest family-run companies in the UK. With headquarters in Aston, Birmingham, they manufacture and distribute ostomy appliances and additional products in 24 countries worldwide. With ambitious expansion plans and recent growth in export sales, Salts wanted a fresh, forward-thinking and simplified look to their communications.


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.


The brief was to cre­ate a fresh, clean, mod­ern logo that rep­re­sents a for­ward-think­ing, diverse com­pa­ny. We cre­at­ed a design in light blues and greens to illus­trate the tech­ni­cal and med­ical side of Salts as well as their com­mit­ment to com­fort­able prod­ucts and skin-friend­li­ness. The strapline excel­lence in stoma care’ was removed to sim­pli­fy­ing the look.


All prod­uct names are now pre­fixed with Salts” fol­lowed by a sim­ple and accu­rate descrip­tion of the prod­uct e.g. Salts Stoma Col­lar instead of Der­ma­col. They all fea­ture the mod­ernised logo.


We cre­at­ed sim­ple tem­plates to ensure con­sis­ten­cy across all com­mu­ni­ca­tions and make it eas­i­er for dif­fer­ent dis­trib­u­tors to rep­re­sent the Salts brand coher­ent­ly. Every­one has access to an online asset library to make things easier.


The new Salts web­site is now live with even more infor­ma­tion for ostomists and health­care pro­fes­sion­als. It fea­tures a new way to order sam­ples and reg­u­lar blog posts shar­ing the sto­ries of inspi­ra­tional ostomists.

Social and dig­i­tal marketing

Salts Health­care now has a big­ger pres­ence on Twit­ter, Face­book and Insta­gram. Our copy­writ­ers help to cre­ate ideas for email tem­plates and gen­er­ate con­tent to com­ple­ment exist­ing mar­ket­ing activity.

Inter­nal communications

We wrote and direct­ed a cor­po­rate video to help Salts Health­care com­mu­ni­cate the new brand, vision and val­ues to all mem­bers of staff, from the fac­to­ry floor to deliv­ery dri­vers, and helped them to coor­di­nate a mem­o­rable launch event.

Salts site on ipad