E45 had become stale. The 'pot of lard at the back of Grandma's cupboard'. We needed to reinvigorate it so, in addition to a packaging overhaul, we gave the brand the new strapline "Straight Up Skincare". This is a mentality we wanted to run right through the brand. From comms, to PR, to design, to NPD, to corporate culture.

Straight up now runs right through E45.

To aid the relaunch, we enlisted the help of the incredible boxing champion Nicola Adams as the face of our new brand. After all, what's more straight up than punching people in the face for a living?