The Elemis logo uses uppercase simple sans serif letterforms that contrast with the naturally shaped crossbars of the E’s to represent the combination of Science and Nature.

The Lotus flower icon represents purity, beauty and spiritual awakening. The Elemis symbol shows a cross section of the flower to represent the layers of skin. Reinforcing the message that Elemis products promote healthy skin both above and below the surface.

The outer packaging was kept simple and elegant, utilizing a fresh, modern white and the Elemis blue colour palette. With each range being clearly colour coded to help range navigation. The box design uses multiple and contrasting print finishes and textures to represent the layers of skin.

New bespoke packaging structures were also introduced across the range. Modern clean lines, considered use of colour and use of silver for the jar lids and pumps communicate the high-end performance of the product.

The design of the Day Spa interiors continue that visual identity by using a combinations of materials, furnishings and lighting to mimic the naturally occurring patterns, shapes and textures that occur in the natural world.

The project was executed very thoroughly with a deep immersion phase of understanding where the brand positioning currently is and where it needs to go to become a global brand with integrity. This was then followed with focusing on getting the brand marks redeveloped first. The focus was then on elevating the anti-ageing and skincare packaging, improving the categorisation recognition through design and colour, the on-pack messaging and elevating the quality of the packaging.

The logos were hand crafted to ensure they are completely unique, timeless, modern with amazing standout and recognition. It was important to bring layers, textures and colours into the on-pack mix in order to evoke the brand. Design was kept purposefully unfussy with clarity and message being the main aim of the project.

ELEMIS is currently on double digit growth in the UK and embarking on a major expansion across the US. The packaging has increased languages to allow greater entry into other markets. It is early stages of the roll-out but the feedback has been incredibly positive. All key metrics are on the up and we will be evaluating in 6 months time the success and perception of this project. The process also served as a step up to the next stage of the brand evolution helping shape and steer the ‘bricks and mortars’ interpretation of the brand with the launch of the HOUSE OF ELEMIS in Mayfair. We believe that this work has been instrumental in putting ELEMIS in a position of the No1. British Skincare and Spa Brand.