Spanish jewelry company Tous has unveiled a new logo and brand image as it looks to redefine its corporate purpose and adapt to the market. The century-old company aims to preserve its DNA while incorporating attributes of audacity, creativity, and a sense of humor. Its iconic bear symbol has been redesigned to be three-dimensional, and its brand purpose is now defined as “We craft a world of joy.” This new brand identity prioritizes self-expression and creativity, and Tous has also brought new talent onto its team to support its commitment to innovation.
The most noticeable change in Tous’ rebranding strategy is its new logo, which replaces the previous version created in the 90s. The new logo features rounded shapes, allowing for better customization and readability in the digital space. Tous plans to incorporate this new brand image into its network of over 700 stores, with a goal of renovating 25% of them within a year. Additionally, the company will focus on improving customer relationship methods and exploring visual codes. It will increase the frequency of new product launches and prioritize designs that offer multiple combinations.
Tous has also launched a global advertising campaign that seeks to align the brand with the fashion world. This campaign, rolled out in the 50 markets where the company operates, incorporates audiovisual elements from the fashion sector. While the exact investment for this rebranding project has not been disclosed, it is part of Tous’ “Tous Next” strategic plan, which emphasizes customer service, sustainability, and operational efficiency.
Despite the current challenging economic landscape, Tous remains optimistic about its future. The company experienced anticipated recovery in the past year and is on track to reach its €400 million turnover target. However, Tous is closely monitoring market conditions, including the impact of inflation, and may consider future retail price increases.
Tous also faces challenges related to geopolitical issues, such as its recent decision to suspend operations in Russia. The company had a strong presence in the Russian market and had expansion plans, but it has had to adapt and view this as another hurdle to overcome.
In 2021, Tous saw significant growth, with sales reaching €384 million and net profits of €22.3 million. The company’s rebranding efforts, including the new logo, visually represent its ongoing strategic transformation. Tous is committed to preserving its heritage while embracing change to ensure its success for another century.
Useful links:
1. Tous website: https://www.tous.com/
2. Tous Next strategic plan: https://www.tous.com/tousdoit/jspCMS/tous_next/index.jsp
