ROLE : CREATIVE LEAD
BRAND DEVELOPMENT, ART DIRECTION & DESIGN

Liz Earle - Brand platform idea

When Liz Earle launched her brand in 1995, it became a skincare and beauty icon, with her Cleanse & Polish cleanser selling every 20 seconds worldwide. Ahead of her time, Liz believed in the power of botanicals. Fast forward 20 years, and the brand was fighting in a competitive natural beauty market. Seen as old-fashioned and passive by younger consumers, Liz Earle needed to reposition itself to drive its science and skincare credentials and prove the efficacy of its product range.

I led the creative alongside my creative partner, working with the agency and Boots Walgreens to develop a new brand platform idea and visual identity. The task was to position Liz Earle in the premium beauty sector and prove that its science and technology could compete with the top premium beauty brands. We spent eight months working closely with the team and client, developing the brand and exploring different territories to take into consumer testing.

This is the work I am most passionate about, and have been fortunate to do for many premium brands: finding a way to get to the DNA of a heritage brand and reinventing it for a modern consumer. After many creative explorations and successful testing results, the client landed on a territory, Breathe New Life.

Below is a small insight into the creative and development process we went through, exploring creative territories and visual worlds for the brand.