Skincare brand E45 has worked with Elmwood to unveil new packaging designs to modernise its distinctive heritage.
The new design features a refined brand mark, an updated colour palette, new iconography, pack visuals and a new pattern library.
These appear alongside newly created photography principles, intended to champion the many unique types of consumer skin tones and conditions.
The new branding reimagines skin cells as visual building blocks, providing the pathway to healthy and confident skin.
Extracted from E45’s rebalanced logo, the cells can be rearranged across a broad portfolio of use cases.
The logo follows letterforms that link visually with its distinctive cell shape, and a new colour palette features a cobalt, electric-style blue and a more lifestyle coral tone, pointing to E45’s heritage and helping the brand to pop across a variety of digital and physical settings.
Rob Dyer, associate creative director, Elmwood London, said: “Early on in the process, our studio research revealed that E45’s distinctive, cell-shaped logo is something that consumers instantly recognise and connect with.
“This finding sparked the cornerstone concept of our new design identity. The healthy skin cell is a visual device that can expand and flex in different ways. Cells can be used interactively with one another in motion, or they can provide a window for conversational extracts or lifestyle photography.
Kyle Whybrow, executive creative director at Elmwood London, said: “E45 is a household name that caters for a diverse range of customers and their complex skincare demands. That meant our design strategy for revitalising its brand had to strike a balance between capturing scientific expertise – summed up by pharmacists and people seeking help with specific skin conditions – and those who use E45 products on a more everyday basis. It’s about marrying up that brand knowledge with delivery that feels friendly, personable and inclusive.”
Steve Binding, global head of design and creative at E45 parent brand Karo Healthcare, added: “Elmwood’s idea for the ‘building blocks of skin’ not only unlocked and unveiled E45’s unique core asset, but also breathed life into a versatile design system that we can seamlessly integrate across our entire marketing spectrum. The adaptability and flexibility of skin cells enable us to weave meaningful narratives for our experts and consumers alike.”
Source:
https://www.packagingnews.co.uk/design/new-packs/elmwood-revamps-e45-skincare
