We rebranded the UK's number one natural skincare company Liz Earle, restructuring their core range to create a more consistent and engaging on-shelf presence with clearer hierarchy and new range segmentation.
- Brand Strategy
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A growing challenge
Liz Earle has been creating naturally inspired skincare since 1995, and as their core range grew, the identity and packaging were having to work ever harder. We redesigned their whole product portfolio, clarified their product hierarchy and structured their range segmentation to improve navigation.
We took inspiration both from the brand’s Isle of Wight home, and their commitment to using the finest natural ingredients. Our rebrand introduces a powerful new dark green to their anti-ageing Superskin range, which works beautifully alongside the soft pastel green of their iconic Cleanse and Polish range.
The company is rightfully proud of its Carbon Neutral accreditation and has continued to work on dramatically reducing their environmental impact. We helped them explore the latest sustainable packaging options, which led to the adoption of a new 100% recyclable tube made with 55% post-consumer recycled materials.
The gift of nature
We also developed the packaging for Liz Earle’s ‘Gift Love Naturally’ Christmas gift collection, with a festive philosophy inspired by nature’s bounty and gift of health and wellbeing. Thoughtful gift giving is a universal expression of love and gratitude, and the earliest gifts were highly prized natural treasures such as unusual rocks and scented botanicals. Treasuring natural gifts was our starting point for the collection.
Celebrating nature’s treasures
Combining the natural wildlife of the brand’s Isle of Wight home alongside the botanicals they source from around the world, we worked with illustrator Lucy Rose Cartwright to reveal these treasures with exquisite attention to detail. We highlighted individual gift-giving moments as vignettes on the front of pack, showing gifts inspired by natural botanicals and gifted between animals. Inside the packaging, the full landscape brings the brand story to life.
Guided by Liz Earle’s responsible packaging principles, we took every opportunity to lighten the environmental footprint of each gift in the range. All the gift packaging is plastic-free and either recyclable or reusable, ensuring that the kindness inherent in the gifts is reflected in the brand’s care for the environment.
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