Dutch chemist chain Etos realised that consumers require clarity and quality when it comes to skin care. To keep ahead of the market, Etos decided to renew its skin care line. In addition to improving the formulations, the packaging was also given a facelift, shifting the focus to effectiveness and credibility.


We divided the new skin care line into seven segments, each performing a specific function and accommodating a certain age group and skin care need. At the same time, we created unity by making clear choices in terms of packaging types, materials and finishing.


The result was a quality range of products with an attractive, clean appearance and international appeal. The hierarchy of messaging clearly communicates what each product can do, how it works and whether it suits a particular skin type. A private label that easily measures up to the prestige of big-name brands.


design strategy
communication strategy
design concept
design realisation
packaging design
guideline design
private label design
in-store communication