Etch & Ethos

Growing a new green brand

The beauty industry has a waste problem that requires urgent attention. When Australian skincare company Ego Pharmaceuticals came to us with an inspiring mission to reduce its environmental footprint, we were excited to embark on the brand creation journey with them. Their ambition was to make a meaningful mark, believing that small changes to daily rituals can make a big difference to the planet. This philosophy became the foundation for a sustainable skincare packaging design approach, ensuring the brand’s ethos was reflected in every touchpoint.

Consumers want to make a difference to the future of the planet without compromising on skincare, often feeling there is not enough time or opportunity to make the right choice. Ego Pharmaceuticals and Cowan worked collaboratively to meet this challenge, creating a brand and packaging design that speaks to the next generation of skincare and the conscious audience it seeks to attract.

An ethos etched in recycled milk bottles

The Etch & Ethos name and embossed brand marque pay homage to the brand’s commitment to promoting environmental positivity. Its sustainable packaging is Australia’s first 50 per cent recycled content and lightweight rHDPE bottle made from recycled Australian milk bottles that are 100% recyclable, forming the foundation of its sustainable skincare packaging design.

This was reflected in our graphic design too. With nothing to hide, our concept was built around the idea of transparency – an idea intimately connected to the concept of sustainability.

The use of the vine device carries Etch & Ethos’ story of future optimism throughout the packaging design and communication on trade and in social media.

Having a truly premium and sustainable product, the packaging needed to reflect this. We designed the bottle to have a premium matte finish with a design that spoke to nature and a clean slate future. The bespoke deboss on the side of pack gives both a quality stamp and an easy to grip function.

We designed the bottle to have a premium matte finish with a design that spoke to nature and a clean slate future. The ‘keep’ packs have screen printed labels for durability and the refill packs use a lightweight plastic and recycled material for the labels, all supporting the sustainable skincare packaging design approach.