A brand amongst brands

Etos is one of the most established drugstore chains in the Netherlands and part of the Ahold Delhaize group. Operating in a highly competitive health & beauty market, Etos competes not only with local chains but also with global brands.

The brand identity and the private label design had changed a couple of times and lacked a clear story. The competence as best drugstore was under pressure and the private label range was built on a me-too strategy. This fails to create the quality perception needed to compete with international brands. As a result, it is frequently seen as lower in quality, making it difficult to earn consumer trust and loyalty.

From 2015 to 2019, Theo, as agency principal at VBAT Amsterdam, developed a bold new brand vision for Etos together with lead design director Thea Bakker. The task was clear: transform Etos’ private label into a true brand amongst the international names in health & beauty.

The rebranding was comprehensive, covering every touchpoint;  from brand identity, including a new logo, to store communication and a packaging identity concept spanning more than 2,500 SKUs. The design had to be distinctive and recognisable at the heart of every category, while standing confidently alongside leading international brands.

The packaging concept was developed through a full evaluation of the physical packaging to create a recognisable image across the ranges. Secondly, take a minimalistic approach to typography and colour.

By creating a range built primarily on these two elements, the new concept elevated Etos’ quality perception, reinforcing trust and desirability across the entire health & beauty spectrum. From everyday essentials to premium care, the portfolio was unified by a flexible yet consistent brand expression that could adapt across diverse product ranges.

As a result, Etos gained stronger shelf presence, increased market share, and a private label identity that not only competed with global players but also secured a place in customers’ hearts and on social media.

Heritage since 1919 made relevant for today.

A vibrant visual style for all communication programs, not only instore and online, but also making  promotional campaigns inspiring and distinctive.