When I joined in 2023, a partial rebrand had just been delivered that consisted primarily of a new logo and some early ideas for packaging. My role was to take that foundation and bring it to life across the brand’s full ecosystem.

Working closely with web development agency, I led the creative development of our new website, shaping a more contemporary and emotionally rich brand experience. We wanted to tell the brand’s story clearly while also communicating the product’s quality and function which was crucial for DTC where trust is built through design.

As part of the rollout, I developed a new palette of earthy, mid-tone colours to complement the materials and tone of voice and introduced a typographic system built around Hellix and Proxima Nova, they were chosen for their flexibility in the case of Proxima, and the echoing of the logo’s Art Deco geometric qualities in the case of Hellix. The final phase was a full packaging redesign: evolving from a plain black tube to a tonal, considered system that felt more premium and aligned with the new identity but also used less packaging and non recyclable materials.

The updated brand system launched in early 2025 and now defines how ETO shows up—across physical product, digital content, and beyond.