To complement the typographic work, Elmwood London also introduced a fresh new colour palette composed of a cobalt, electric-style blue, and a more “lifestyle” coral tone. Alongside referencing the iconic E45 identity, this palette seeks to make the brand pop across a range of digital and physical settings. As with the typography, these changes are subtle yet effective, allowing E45 to stand out on screens and shelves without departing too much from the original branding that has served it well for so long.
Importantly, at the heart of this rebrand is a commitment to normalising the wide range of skin types and skin conditions that belong to E45 customers. This approach was informed by key principles of representation and inclusivity that have been laid out by Karo Healthcare as a crucial part of the brand’s pathway into the future. From lighter to darker skin tones, and from itchy flare-ups to eczema, Karo Healthcare wants E45 to stand for the everyday differences in our skin.
“E45 is a household name that caters for a diverse range of customers and their complex skincare demands,” says Kyle Whybrow, executive creative director at Elmwood London. “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.”
