Following a full brand strategy review, Salter will be introducing its new brand evolution to consumers this summer.
The consumer launch follows a successful soft launch with trade customers, of the new brand strategy for Salter, which is designed to drive sales and awareness across all product categories, from scales through to appliances and accessories.
A big milestone in the brand’s history, the evolution marks a change in the company’s strategy to appeal to new and existing customers.
Tracy Carroll, brand director at Ultimate Products, commented: “We approached Salter as an evolution of the brand as it was too risky to completely rebrand due to the brand’s high equity. We have 78% awareness in the UK and are the number one 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.”
Nick Mellor, head of brand design, added: “This has been a huge project for the design team and one we have completely embraced. 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 Salter brand team has implemented brand tracking to measure the ongoing effectiveness of the campaign, tacking key benchmarks such as awareness, sentiment and reach to inform the future direction of the brand.
The brand evolution will be rolling out across packaging, digital, video and trade assets this summer.
