Erstwhile epsom salt company Epzen makes a splash with their stylish packaging and design from One&Other. The system manages to be youthful, approachable, and understated all at once, featuring sexy photos of diverse, friendly-looking models having fun getting clean with the brand’s great-looking bottles. The highlight is Epzen’s appropriately wavy wordmark, a curvy sans serif that flows like the surface of a warm bath.

epzen, was traditionally an epsom salts bath brand. One&Other worked with Vitality Brands to rebrand and evolve epzen to to extend the brand into the bath and body category. The new brand and packaging aims to cut through the clutter of the self-care category, bringing wellness back down to earth. Highlighting epzen’s no-BS approach to self-care and sustainable ethos, with real world rituals that don’t ask you to be better or do more. The epzen wordmark, with curved forms reflects a sense of calm, paired with custom packaging, playful use of colour and inclusive art direction that celebrates real, playful and relaxing moments.