Brand identity renovation and new style guidelines
Client: ETAM Group
Created in 1994, ETAM has developed a comprehensive portfolio of fashion brands in addition to its leading brands ETAM, ES, Week-End, E& Joy, …Along the years, the brands start to compete with another. The project aims at reducing cannibalization and providing a competitive differentiate positioning on the Chinese market.
Through company workshops, market and competition research and consumer survey, we review the ETAM Brand core assets (consumer, values, style) and build a future vision of the brands through distinctive consumer targets, values and style.
We delivered each ETAM Brands with a updated brand handbook that entails updated consumer targets, brand values and new style guidelines. The new positioning was shared internally across design, sales, marketing and visual communication.