epzen, was traditionally an epsom salts bath brand. One&Other worked together with Vitality Brands to rebrand and evolve epzen to extend into the bath and body category.

The new brand and packaging brand 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 etho, 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.