Milk Design Agency designed the branding for Health Basics Salts "Soak" /u2013 soothing mineral salts. Health Basics wanted to introduce two new products to their range: bath scrubs and bath salts. As you/u2019d expect, brand and cut-through play a pivotal role in both these categories.

/u2018Me time/u2019 is all about the experience: bringing a sense of comfort, relaxation and ritual to our lives. Feeling calm, purified, grounded and re-energised - ready for whatever life throws at us. Yet the category look for salts and scrubs designers discovered was very functional. So they looked outside of category for their visual cues to another daily ritual /u2013 wellness drinks and tea.

They knew their packaging had to be simple, beautiful and Instagram-able/u2013 not only for cut-through on the shelf, but also to reflect the social media trends of the consumer. Th result was a design that gives a premium feel for what had until now essentially been a cost-friendly supermarket brand. Soak broke new ground and new markets as a wellness product with the promise of nourishing both body and mind.