Onward Salts
Status: Pre-production
Problem
Onward started because we couldn’t find a simple electrolyte powder that met our needs. Everything had too much sugar, or “natural flavors”, or stevia, or fillers. The market is flooded with exotic, cheap inputs and splashy marketing. Mango habanero salts! Pow! What we desired — and what we believe people everywhere desire — is a simple collection of the best possible ingredients to help us stay nourished.
Solution
Onward is an electrolyte company that is entirely optimized for clean ingredients and honest communication with customers. We make simple, straight-forward electrolyte powders that enhance hydration.
Take a look at other brands: the colors are artificial, fluorescent pinks and neon yellows; the flavors are exotic, mango habanero; water is exploding across a landscape of flying fruits and unexpected herbs. This cacophony reveals the truth: these offerings are highly artificial and use imagery overwhelmed by movement to mask the shortcomings of what is actually in the packet. Onward is the opposite. Our branding is simple because we are gathering the highest quality ingredients we can find and presenting them to our consumers. Nothing to hide.
When we were making Onward, we just kept asking questions about the ingredients: are all salts created equally? (No, they’re not). What is the difference between a sea salt and a table salt? Do some sea salts contain microplastics? (Yes, they do). How are these salts harvested? Is there a strong tradition of salt farming in this community? And so on, and so on. We believe that most products on the market today (not limited to salts!) ask only enough questions to get something out the door and into the hands of consumers. That’s a low-trust offering. We want high-trust offerings.