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Salt of the Earth is the original 100% natural deodorant – a family owned business making products that are good for people and the planet. Their obsession with innovation has led them from a single crystal deodorant in 1993 to one of the widest product ranges on the market today – sold by many of the UK’s leading retailers and worldwide.

With the explosion of competition in the natural body care sector it was time for us to strengthen their marketing for future growth with a complete brand refresh.

Assorted "Salt of the Earth" natural deodorant products, including roll-on, refillable spray, stick-use, and crystal deodorant. Text states "The original 100% natural deodorant."
Logos of Amazon, Boots, and Waitrose & Partners.
Logos of Holland & Barrett, Ocado, and Shopify.
Side-by-side images of "Salt of the Earth" deodorant; one is a product listing on Amazon.co.uk featuring a roll-on deodorant bottle, and the other shows promotional details highlighting natural ingredients and benefits.
“We have worked with Fruitful for over fifteen years now. Their work has allowed us to take our brand to the next level! They work seamlessly with our team and are always quick, efficient and creative!”
— Thomas Laird, Managing Director

Best-selling
natural deo brand
on Amazon UK

Over 10 million
deodorants
sold

Selling in 35+
countries

Market research showed us that the brand has a fiercely loyal customer base within long-term natural product buyers, but there is potential to reach a much wider customer base in young new adopters and traditional product users who are becoming more health and sustainability conscious.

Our challenge was to retain the authentic brand heritage and warm, playful character but develop a connection with a more mainstream audience. 

We stripped everything back to the longstanding, much loved name and logo that we created back in 2008 and refocussed on what makes them different and relevant today; certifiably natural freshness with the freedom to choose a refillable deodorant that works for you. We’ve redesigned their Salt of the Earthness with fresh feel-good packaging, brand assets, messaging and campaigns.

Assorted Salt of the Earth natural deodorant products, including spray refill, stick, roll-on, and sachets, arranged on a turquoise background with promotional text.
Salt of the Earth natural deodorant packaging with bergamot and vetiver on a brown background with text "Fresh by nature."
Product certification label from COSMOS Natural by Soil Association, indicating Salt of the Earth products are natural and made according to third-party standards, with a purple background and floral decorations.
Pink background with strawberries, green leaves, and two Salt of the Earth deodorant bottles labeled 100% natural, strawberry scent, and refillable, spray and roll-on types.
A certification poster with a beige and pink gradient background displaying the Certified B Corporation logo and a message about meeting standards of social and environmental performance, accountability, and transparency.
Advertisement for Salt of the Earth refill pouches and bottles, highlighting that refills save up to 85% less plastic and bottles save up to 80% less plastic. The background is pink with images of lavender flowers, a white flower, and bottles of deodorant.
Screenshot of a website homepage for Salt of the Earth natural deodorants. The page features promotional banners, product listings, and icons indicating product qualities such as natural, cruelty-free, vegan, and award-winning. The background includes images of dandelions, aloe vera, and flowers.
Amazon.co.uk page showing a person pouring salt of the earth deodorant into a refillable bottle, with text highlighting refillable and eco-friendly features, and positive reviews visible.

Sustainability and social responsibility is at the heart of everything Salt of the Earth do – they were one of the first to introduce refillable products. We’ve been part of their product development process, designing beautiful labels, packaging CGI’s, animations and campaigns to make them shine.

Salt of the Earth are genuinely different to the rest. There’s no venture capitalists, no corporate overlords – just a family with a little obsession with making natural deodorants that work. Since the beginning (before natural deodorants were cool!) they’ve been continuously innovating. They go further and do more to make products that are better for their customers and the environment.

This is a refreshingly different offering in today’s FMCG market and we love working with their team to get it out there and spread the word, so everybody can find a deodorant they love.

And it’s working! They’re now the best-selling brand on Amazon UK, they’ve sold over 10 million deodorants, sell their products worldwide and recently moved to a 16,000 sq ft warehouse. Not bad for a business that started in someone's spare bedroom. 

Red double-decker bus with advertisement for Salt of the Earth deodorant, stopped at a street intersection with pedestrians and a London Underground sign visible.

Our biggest, boldest and most exciting campaign yet is a London Underground, bus and social media campaign.

Our posters lit up London’s busiest tube stations and buses – celebrating Salt of the Earth’s 100% natural origin, refillable deodorants that keep you fresh all day. The campaign highlights their commitment to eco-friendly choices, backed by COSMOS Natural, Vegan Society, and Leaping Bunny certifications – because what you put on your skin and into the planet truly matters.

We created a social video featuring Thomas, their MD, who spent the day zipping from Paddington to Vauxhall taking snaps and selfies.

A bus stop advertisement for Salt of the Earth refillable natural deodorant, featuring orange slices, white flowers, and deodorant products, with text B.O stops here.
Three colorful advertisements for Salt of the Earth natural deodorants are displayed on a wall near an escalator in the London underground. A blurred person in business attire is moving past in the foreground.

Salt of the Earth are in this for the long haul, and we’re very happy to be a creative partner in their journey – designing new products and building brand awareness, digital marketing campaigns, exhibition spaces and loads more.

Crystal Spring natural body deodorant with text 'Keeping you odour free since 93'.
Trade show booth for "Salt of the Earth," showcasing 100% natural origin deodorants. The booth features colorful shelves with various deodorant products, promotional posters highlighting "Be Freeee!" and "Fresh by nature," and a table labeled "Sniff Station." Vegetal and coconuts images emphasize natural ingredients. The booth is part of the Natural Beauty Expo.
A Halloween Instagram post for Salt of the Earth, featuring a spray bottle held by a witch's hand set against a background of clary sage and mint leaves, with the headline "Supernatural Deodorant".
A woman smiling and sweating with her hands behind her head, promoting deodorant, with text that says 'Sweat doesn't mean it's not working,' and additional text about sweating and smelling fresh.
Visit Salt of the Earth website

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