In this episode of the BrandWhys podcast, I had the pleasure of talking with Hilda Perez, COO of Salud, a nutritional wellness company dedicated to creating high-quality supplements and partnering with food advocacy organizations. What started as a family-founded business has grown into a trusted brand in the Latino community. Now, 35 years later, Salud is evolving to meet modern needs while maintaining its deep-rooted mission.
After decades of serving their community, Salud reached a plateau. The brand needed a fresh, modern identity to remain competitive and break into national retailers. The pandemic further accelerated this need, forcing the team to rethink their strategy and future goals. The question wasn’t just about visual appeal—it was about ensuring that their branding matched their quality and credibility in the wellness space.
The Rebranding Process: More Than Just a New Look
Upgrading the Visual Identity
The previous plastic bottles served their purpose, but the shift to glass packaging was a game-changer. The new design emphasized sustainability, premium quality, and modern appeal. It also allowed Salud to highlight its identity as a minority- and woman-owned business, as well as its GMP certification, which ensures product quality and safety.
Navigating Supply Chain and Digital Hurdles
Like many businesses during the pandemic, Salud faced major delays—sourcing materials, working with designers, and updating digital assets all took longer than expected. The rebrand was not just about product packaging; it required a full digital overhaul, from the website to social media, and even photography.
Communicating the Change to Loyal Customers
A major challenge was maintaining trust with long-time customers who had been using Salud’s products for years. Since many of their customers skew older, the team had to ensure a smooth transition by keeping familiar elements in place. They preserved the original product names underneath the new branding and updated the packaging with clearer descriptions to avoid confusion.
Lessons Learned: What Worked and What Didn’t
Finding the Right Partners
One of the biggest setbacks was working with a website developer who didn’t fully understand Salud’s needs. The project dragged on for nearly a year, causing unnecessary delays and financial loss. The key takeaway? Vetting service providers thoroughly and ensuring they have proven expertise in your specific industry is crucial.
The Importance of Cross-Checking Everything
Rebranding means updating everything—labels, marketing materials, website content, and legal trademarks. Salud had to carefully cross-check translations (as their audience is primarily Spanish-speaking) and verify that all legal protections remained intact. Even seemingly small details, like keeping familiar product names visible, made a big difference in customer retention.
Balancing Tradition with Innovation
Hilda and her team worked hard to strike the right balance between modernizing the brand and maintaining its roots. While they introduced sleek new packaging and digital branding, they also honored their legacy by ensuring accessibility for their loyal customers. For example, while many companies shift entirely to online orders, Salud kept phone-based ordering because many of their older clients prefer speaking to a representative.
The Impact of the Rebrand
Increased Visibility and Opportunities
Since the rebrand, Salud has seen an influx of opportunities, including PR features, networking connections, and retail inquiries. The refreshed branding has helped establish them as a competitive player in the health and wellness industry, positioning them for expansion into national retailers.
Strengthened Customer Trust
The transparency in Salud’s rebrand helped retain long-time customers while attracting a new audience. Their branding now better communicates their mission, making them more relatable and trustworthy in a market flooded with questionable supplements.
Boosted Confidence and Business Growth
For Hilda, seeing the rebrand come to life reinforced her confidence as an entrepreneur. Holding the new bottles in her hands and envisioning them on national shelves made all the challenges worthwhile. The brand transformation wasn’t just about aesthetics—it was about stepping into the next level of success.
Advice for Business Owners Considering a Rebrand
Hilda shared some key takeaways for business owners thinking about a rebrand:
- Choose the Right Partners: Ensure that your designers, developers, and strategists have relevant experience and a track record of success.
- Communicate with Your Audience: If your brand has a loyal following, ease them into the transition by keeping familiar elements and explaining the changes.
- Expect Delays and Plan for Them: Supply chain issues, creative development, and testing take time. Build a buffer into your timeline to avoid unnecessary stress.
- Don’t Scale Too Fast: While a rebrand can open new doors, make sure you have the infrastructure to handle increased demand before committing to large-scale expansion.
Final Thoughts
Salud’s rebrand is a testament to the power of strategic evolution. It’s about more than just a new look—it’s about elevating the business, honoring its history, and preparing for future growth. If you’re considering a rebrand, take Hilda’s advice: trust your vision, choose your partners wisely, and always keep your audience in mind.
To connect with Salud and explore their products, visit salud.co.