Salter, one of Britain’s oldest houseware brands, has updated its brand strategy to increase sales.
Owned by Greater Manchester-based Ultimate Products, the brand dates back to 1760 and is seeking to appeal to a wider consumer base.
“We approached Salter as an evolution of the brand as it was too risky to completely rebrand due to the brand’s high equity,” explained Tracy Carroll, Brand Director at Ultimate Products.
“We have 78% awareness in the UK and are the No. 1 scales brand in kitchen and bathroom, so to make a complete change could have potentially changed our position in the market.
“We began the process by qualifying consumer brand perception, and quickly saw from the research that our brand was primarily associated with trust and reliability, and viewed as a loyal brand, known mainly for scales. Our research also pointed to the fact that many viewed it as a masculine brand, which doesn’t accurately reflect our customer base. So, it was time to enhance the positives and change the negatives with discreet changes to our identity to better reflect our mission, values and vision.”
That “reliability and trust” was placed at the core of the rebrand, while also highlighting its history. In order to tackle the “masculine image” it is adding more emotion to its campaigns to “tap into increased lifestyle movements to connect with the consumer across all touchpoints, including packaging, digital, video and trade assets this summer.”
The company said that “expertise and knowledge” were also central pillars of the strategy and also that it was “friendly and down to earth.”
“This has been a huge project for the design team and one we have completely embraced,” added Nick Mellor, Head of Brand Design.
“The brand research was an incredibly useful starting point and guided our thinking, with subtle changes made to our logo and colourways. The blue and red palette reflects our long-standing British heritage and moves us away from being too masculine. Our heritage is such a huge part of our story that we also made more of the 1760 date, which also speaks to reliability and quality. The new dial icon connects the brand to our iconic product, the scales, but in a discreet way, with our new tagline, experts in everyday, focusing in on the wider product range.”
The “brand evolution” will be rolling out across packaging, digital, video and trade assets this summer.
