Eternit

Eternit

Eternit

Repositioning — Eternit’s new purpose

Description:

A rebrand and repurposing of the Eternit and Euronit brands for Etex Exteriors (Belgium/international).

Intent:

Repositioning Eternit 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:

Branding concepts / ideation
Brand guidelines
Brand book
Messaging

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, but warm and expressive approach.

Eternit

— Before

Eternit

100 Years of history. Early brand marks were expressive, but recent design developments were more ‘mechanical’

Reborn from its heritage — Eternit brand reveal
Eternit
A clear simple icon system identifies sectors and the species housed under Eternit’s care
Repositioning — Eternit’s new purpose
Garrett Reil, research and strategy by Natalie Reid McEvoy. Specialist type crafting thanks to Rob Clarke.
Repositioning Eternit as a specialist Agri-focused product, tailored to the unique needs of progressive farmers
Garrett Reil, research and strategy by Natalie Reid McEvoy. Specialist type crafting thanks to Rob Clarke.
Garrett Reil, research and strategy by Natalie Reid McEvoy. Specialist type crafting thanks to Rob Clarke.

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.

Global Brand Manager
Etex Group (Belgium / Multinational)
© Garrett Reil 2012-2022.
Some images are placeholders courtesy of client brands and partners and all rights remain with individual photographers and rights holders.