A cohesive brand identity for Erno Laszlo.
Elevating refreshed core collections. A spotlight on innovation, inclusion and diversity. Communicating expertise on a global and local scale.

Understand First

Wellness skincare pioneer Erno Laszlo sought our help in positioning a new brand identity during a period of growth across North America, Europe and Asia.

We evolved the brand’s strong heritage and luxury positioning as part of a 360 project. From redesigned packaging and digital marketing to photography, all elements were designed to entice both devotee and new consumers.

Beautiful Thinking

Our work streamlined the brand, championing Erno Laszlo’s skincare and wellness credentials through creation of distinct skin concern pillars. The new brand architecture included a complete naming strategy of core collections and a reinvigorated colour strategy that follows category semiotics for various skin types. 

A key component was a new brand device, the “I,” which underscores ‘i’ndividual user care. Emphasising the brand idea of “science of skin and mind”, it was reflected in visuals across multiple touchpoints. 

Refreshed packaging design unified product ranges, emphasising specific skin needs and enhancing online and offline navigation. This was supported by high-end photoshoots, producing 80 product and model images alongside guidelines, for consistency in global campaigns. Images spanned product details and applications, and featured a diverse range of models and skin types.

We also crafted a new Brand Ambassador program, reinforcing an online-first approach with a unique sub-brand personality and web design.

Marla Stough, Creative Director at Erno Laszlo

“We continue to evolve and grow at Erno Laszlo, and with this we are engaging with new customers all over the world. Our new direction balances our Doctor founded heritage with our mission to lead with Science of Skin Since 1927. The partnership with Free The Birds brought together a new photography style and direction for Erno Laszlo, to emphasise our luxury position while elevating our scientific credentials and we focus on addressing the skincare needs of each and every individual.”

Erno-Laszlo brand identity digital
Brand strategy, Brand Identity, Packaging Design, Artwork, Brand Guidelines

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