Eternit
Repositioning — Eternit’s new purpose
Description:
A rebrand and repurposing of the Eternit and Euronit brands for Etex Exteriors (Belgium/international).
Intent:
Repositioning legacy brand as a specialist Agri-focused product, tailored to the unique needs of progressive farmers
Who:
Garrett Reil, research and strategy by Natalie Reid McEvoy. Specialist type crafting thanks to Rob Clarke.
Services:
Eternit is a pan-European brand with over 100 years of history creating building materials. Through its sister brand Euronit it spans into Southern Europe and South America.
As a brand with a rich heritage, research into the archives revealed legacy brands of character, which had been lost in the modern translations of the design.
The nature of the offer becomes more focused on progressive farmers interested in animal welfare – a signal of change was needed.
With the aim of being more responsive and human as well as utilising new technologies to deliver great benefits to animal health and ultimately the customer, the new Eternit visual identity and tone of voice harnesses the spirit of the legacy brand and delivers a much simplified, warm and expressive approach.
Eternit
— Before
100 Years of history. Early brand marks were expressive, but recent design developments were more ‘mechanical’
His insights and creative mind meant a lot to me in this transition, and I am convinced he contributed heavily to bringing this rebranding alive and creating a success out of it. I can definitely recommend working with Garrett, because of the way he wraps his head around the topic, thinks about the strategic direction in a visual way, expresses it when he does not like one or the other development, but also advises possible solutions and a clear way forward.