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’s beauty market. With now old-fashioned and passive, ineffective perceptions by younger consumers, Liz Earle needed to reposition themselves to drive their science and skincare credentials and to prove the efficacy of their product range.

My creative partner and I were the sole creative team, working with the agency and Boots Walgreens, to develop a new brand platform idea and visual identity for the brand. The task was to position Liz Earle in the premium beauty sector, and prove that their science and technology, could compete with top premium manufactured beauty brands. We spent 8 months working closely with the team and client, developing the brand and exploring different territories to take into consumer testing. As a Creative Director and creative, this is the type of work that 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, but re-inventing 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 & development process we went through, to explore creative territories and the visual worlds for the brand.