Challenge
How do you turn practical store announcements into something customers actually want to engage with?

As Etos stores across the country opened, relocated, renovated or closed, each transition required clear cge feels less like an operational update and more like the start of something worth looking forward to.

Confetti, playful props and expressive photography transformed functional communication into a cheerful brand experience, bringing energy and optimism to every store transition.

The result was a scalable campaign system that could be easily adapted across hundreds of locations while remaining instantly recognisable and consistently Etos.

The idea: Every change deserves a celebration.

Inspired by the excitement of unwrapping a gift and the curiosity sparked by covered shop windows, we created the "Unwrapping Etos" concept.

By visually tearing open Etos' iconic mint-green brand layer, customers get a playful glimpse of what's happening behind the scenes. Whether announcing a grand opening, a temporary closure or a newly renovated store, each messaos' renewed brand identity. I led the art direction of the photography, managed shoot production and built a modular asset library that has supported store openings, relocations, renovations and closures across the Netherlands for more than two years.

My role: Concept · Art Direction · Campaign Design System · Production

From developing the core concept alongside a senior copywriter to creating a flexible campaign architecture aligned with Etommunication while maintaining customer trust and local brand loyalty. The challenge was to create a consistent campaign system that could work for every store situation, while still feeling warm, personal and unmistakably Etos.