Etos: The brand

In 1999 Dutch high street chemist Etos decided to change their market strategy from price based to quality retail proposition. To be able to claim the new retail position within the Dutch market they needed a clear brand story and a new identity. We developed the concept around the idea of Etos being the source of energy for everyday people in an everyday world. A new logo, visual style and private label, formed the base for a successful repositioning. Instore communication and magazines tell the story behind the brand and give consumers reasons to choose Etos above their competitors.