Love me, all of me
Creative direction rebranding Etos, developed for Interbrand Amsterdam, 2012/2013
I teamed up with Interbrand, the global branding agency known for its strong strategic branding, to develop a new brand positioning and visual identity for Dutch drugstore chain Etos. With a team of creatives in copy and design, we developed the positioning that embraces the many different roles a woman has during her life, the year, a month, and even a day, and how Etos supports these roles with their product.
Together with copywriter Barbara Tammes, I created a brandbook filled with inspiration and insights into a woman's life, the role of the brand, its look and feel, and tone of voice on different media, from uncomfortable messages (haemorrhoids anybody?) to how to get the most out of Twitter.
The visual identity will be implemented by Etos' own design partners in the course of 2013.