salts healthcare.
What was the challenge?
Salts Healthcare is one of the UK’s longest-standing, family-run medical device manufacturers, with a rich heritage and a strong reputation for innovation in stoma care. With decades of expertise and an established brand presence, the challenge wasn’t to reinvent the business, but to evolve how it showed up to the world.
Salts wanted to reach new audiences while continuing to support and engage their existing community. Their current brand, while trusted and respected, lacked the flexibility and modern visual language needed to perform effectively across digital platforms, particularly social media. The challenge was to carefully evolve the brand without losing its heritage, ensuring it felt more contemporary, human, and accessible, while still maintaining the clinical credibility and trust essential within the healthcare sector.
In addition, Salts needed a structured framework that their internal teams could confidently use moving forward, ensuring consistency across all communications, from social content to printed materials, without diluting the strength of the brand.
What did we do about it?
Mooch partnered with Salts Healthcare to develop a considered evolution of their brand, one that respected their heritage while introducing a more modern, engaging, and human-centred visual identity. We refined the look and feel of the brand, creating a system that could flex seamlessly across digital and print, with a particular focus on supporting a new, more impactful social media strategy.
Central to this was the creation of a comprehensive brand playbook. This document provided clear, practical guidelines on how the brand should be applied, covering everything from visual style and imagery to tone of voice and layout principles. Designed for internal use, the playbook empowers the Salts team to maintain a high level of consistency across all brand touchpoints, now and in the future.
To bring the evolved brand to life, we also art directed and supported a bespoke photoshoot, capturing authentic, high-quality imagery that reflects the real people behind the products. These images were carefully crafted to feel warm, human, and empowering, balancing the clinical nature of the category with a more personal and relatable perspective. The resulting photography now plays a key role across social media and printed advertising, helping Salts connect more meaningfully with their audience.
The end result is a confident and future-ready evolution of the Salts Healthcare brand, one that strengthens their position as a leader in stoma care while enabling them to engage a broader audience
Visual Identity
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Branding
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Photograhy
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Visual Identity • Branding • Photograhy •
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