Etos has opened the doors to a completely new store in Amsterdam. The location is the first one carrying the new logo, exterior and interior design. The new logo is based on the original logo from 1919 and heritage is claimed to support the quality position of Etos. The new look and feel is developed by VBAT and will be rolled out to all 540 stores. Besides the logo VBAT has developed a new visual identity program, promotional style, private label strategy and packaging concept.
The new packaging concept focuses on a distinctive position of Etos as a brand amongst the well-known care and beauty brands. The packaging concept is split in a core range approach and added value concepts.
The packaging style is worked to a brand manual and roll out is handled by existing packaging agencies. The aim of the new concept is to build the brand as the most reliable and qualitative drugstore.
The packaging concept will also be introduced at retail formats of Ahold in USA and Czech Republic. The packaging style is typographical dominant and refined finishes of bottles and packs. All to deliver a quality offer next to the mayor brands. Etos as a confident brand in beauty, health and care.