E45: Celebrating the Building Blocks of Healthy Skin by Elmwood London

An expert-led skincare brand for over 70 years, E45 was looking to embark on a strategic revamp to deliver a new brand identity, packaging design, and brand world experience that brought its inclusive and personal identity to the forefront. We partnered with the team to deliver the architecture for meaningful, emotive, and flexible storytelling via a wide-ranging series of assets. A trusted skincare brand for decades, E45 was losing relevance in the competitive market, particularly amongst younger consumers who weren’t perceiving the brand as modern. We identified that E45’s distinctive, cell-shaped logo was what shoppers instantly recognised and connected with – unveiling the brand’s unique core asset. Our challenge was to revive E45 with a meaningful brand refresh using the skin cell as