Wonderfuel Issue Number 2 – Joyfuel in, joyful out

Want a joyful life?

Then you’ve got to feed it.

Joy doesn’t grow on empty.

It needs fuel, joyfuel.

Little sparks.

Tiny wonders.

Moments that make your insides grin.

A walk that turns into a dance.

A coffee that tastes like clarity.

A laugh that lasts too long.

Joyfuel isn’t fancy.

It’s frequent.

It’s found in the ordinary, if you’re paying attention.

Because when you feed your joy,

your joy feeds everything else.

Your work.

Your people.

Your purpose.

So, what’s your joyfuel today?

Go on, top up your tank.

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// The founder diary //

Somewhere between the trees and my own thoughts.

I made that word up.

It was lockdown.

I was out on one of my Big Man Walks & Talks.

Talking to myself like a mad philosopher with muddy boots.

I was thinking about growth.

How it hurts.

How it stretches.

How it never feels good while it’s happening.

And then it hit me, weakness is necessary.

Weaknecessary

Because every bit of strength I’ve ever found…

started in the cracks.

Growth needs pain.

Progress needs doubt.

Creativity needs vulnerability.

You don’t build resilience without breaking a little.

You don’t find purpose without getting lost first.

So yeah, growth stings.

But it’s a good sting.

The kind that wakes you up.

Weakness isn’t the opposite of strength.

It’s the start of it.

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// Quote of the week

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// The joyful brand //

YesColours is one of the new joyful brands.

It knows that joy isn’t just seen, it’s felt.

“Colour with purpose” isn’t a slogan, it’s a promise. These hues don’t just paint walls, they lift spirits, spark stories, and make spaces feel alive.

Even the names make you grin. Joyful Pink. Playful Peach. Confident Blue. Not colours, characters. Each one buzzing with personality and optimism.

YesColours proves that joy doesn’t have to be loud. It can be soft, smart and beautifully human.

The packaging? Simple. Sustainable. Satisfying. Proof that doing good can look good too.

Where others talk about finish, YesColours talks about feeling.

Because colour isn’t technical, it’s emotional.

Joy, for YesColours, is intentional and human, a brushstroke of happiness, made on purpose.

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// From the archives //

E45 Baby Range

E45 has always meant expertise, care you can count on. But for babies, care needs a softer touch. This was about wrapping science in warmth and a little joy.

We kept E45’s clean white and blue core, then added a whisper of pastels, mint, lavender, peach, all colours that feel calm, gentle and joyful.

The icons bring the playfulness to life: a smiling baby face, friendly sea creatures, soft shapes inspired by bath time where bubbles meet bonding.

Even the words feel tender. Simple. Reassuring. Human.

The result? Packaging that feels expert yet joyful.
Professional, but with a smile in its heart.

E45 Baby. Expert care, made joyful.

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