As one of the world's leading providers of orthopedic supports, e-life has built its reputation on innovative product solutions that are founded on a total commitment to quality and safety. The company controls every stage of the manufacturing process and applies the same exacting standards, from the sourcing of raw materials to research and development, manufacture and testing.
The challenge was that the old e-life brand did not support the quality proposition and international appeal of the organisation - we were commissioned to reposition, internationalise and premiumise the brand.
The scope included: strategy and planning; rebrand; strapline; marketing communications; website; packaging; exhibition stand.
Our task was to create a brand with universal appeal which is individual and memorable. E-life was positioned as a quality brand with a clean, fresh, international design that uses metallic colourways to emphasise quality, technology and premium values. The logo is a hand drawn font and the circular ‘e’ is rotated to suggest movement. It is markedly different from other brands on the market in that the brand is singular and elegant – and delivers fantastic stand out.
The challenge was to convey a look that was medically credible as well as functional, user-friendly and desirable. Using our tried and tested methodology, we created a new brand and proposition, ‘Empowering people through greater mobility’.
The new brand identity and packaging architecture reflects and enhances e-life’s aspirations to become a market leader in western markets. We used our breadth and depth of knowledge and expertise we’ve gained in the health and wellbeing industry to create a solution that has clarity and consistency at its core.
Through strategic brand thinking, WPA Pinfold created an easily recognisable, all-inclusive brand that instils confidence and trust. The packaging range shows customers graphically the different areas which the product is fit for, using stylish and minimalist brand design. Since launch at the end of 2015, the brand has seen significant growth with a substantial increase in orders at 2015 Medica (Dusseldorf) - sales
have substantially increased in all markets and the rebrand has enabled e-life to enter the Japanese market. “Thanks to everyone at WPA Pinfold for all their efforts in rebranding Elife. We have had great success with our new logo and image and everybody has made positive comments about the design.” - Kenny Lee, CEO – Elife
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