E45

Intent

To make E45 the go-to for healthy skin by transforming its clinical credibility into an approachable, modern brand that connects with all generations.

The challenge

An expert-led skincare brand for over 70 years, E45 sought a strategic revamp to refresh its identity, packaging, and overall brand experience. Facing a competitive market and waning relevance, particularly among younger consumers, the brand needed to modernize without losing its heritage. We set out to leverage E45’s most recognizable asset — its distinctive, cell-shaped logo — to create a flexible and emotive brand identity that would resonate with a new generation while celebrating its legacy of expert care.

The new identity balances E45’s scientific expertise with an everyday appeal that’s friendly and personable.

The idea

We reimagined E45’s brand language, positioning skin cells as building blocks that provide a pathway to healthier skin. The updated logo incorporates letterforms that echo the cell shape, while the cells themselves become visual devices that expand and flex, providing different ways to showcase copy or lifestyle photography.

With its refreshed color palette, the brand pops across its digital and physical touchpoints, while updated photography guidelines emphasizing representation speaks to the brand’s inclusive roots. The new identity balances E45’s scientific expertise with an everyday appeal that’s friendly and personable — reinventing the brand in playful ways while upholding its expert-led credibility.

“Elmwood unlocked a unique core asset for the brand and breathed life into a versatile design system”

The impact

Steve Binding, Head of Design and Creative at E45’s parent company Karo Healthcare, praised the refresh: “Elmwood’s idea of 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 enables us to weave meaningful narratives for our experts and consumers alike.”