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.

“We have worked with Fruitful for over ten 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

Over 57
awards won

Over 8 million deodorants
sold

Industry
leading certifications

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.

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’ve won over 57 awards, sold over 8 million deodorants, gained market leading certifications and recently moved to a 16,000 sq ft warehouse. Not bad for a business that started in someone's spare bedroom.

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

Our posters lit up London’s busiest tube stations – 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.

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.

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