RIYADH — TOUS, as a jewellery corporate that shines with creativity and self-expression, held a rite in Riyadh on Monday, November 7. Within the presence of a number of Saudi girls and a gaggle of reporters and social media influencers, TOUS introduced the evolution of its logo and company objective. On this new degree, the emblem will center of attention on 3 attributes: boldness, creativity and a humorousness, mirrored in a reinterpretation of its 3 elementary symbols: the colour crimson, the endure and tenderness.
On this context, it has additionally outlined its company objective: We create an international of pleasure. Those six phrases summarize what has pushed the corporate all over its historical past and what is going to information it one day, at all times accompanied through a manifesto that permits it to conform to other markets: “At TOUS we create, design and forge an international made with our palms and our hearts. A global that conjures up pleasure, hope and fervour to lend a hand other folks really feel higher. Since the global of TOUS can’t be defined, you must really feel it“.
TOUS at its very best
In 2020, at the instance of the emblem’s one centesimal anniversary, the corporate boldly seemed to the longer term and launched into a cross-cutting transformation in accordance with 3 strategic traces: buyer orientation, sustainability and potency growth.
As a part of this change, the emblem has developed in a procedure that has noticed TOUS increased to its best degree and dedicated to its maximum necessary legacy: person expression and creativity embodied in its jewellery. It is a idea that emerged due to the perception of Rosa Oriol, who understood again within the seventies that society used to be converting, and that individuals felt a more potent reference to jewellery that transcends particular occasions to turn into a part of their day-to-day lifestyles.
This concept of self-expression thru model has received much more power within the present context, serving as an intergenerational component that connects with the present and long run target audience of TOUS. Thus, the corporate has long gone a step additional and has selected to make it the central theme of its evolution, materializing in a complete assessment of shopper family members, the exploration of visible codes and the presentation of a brand new brand.
Within the space of design particularly, the corporate is enforcing more and more collaborative inventive processes. As a part of redefining its courting with shoppers, the corporate has followed a drop technique for its collections, expanding the frequency with which new merchandise are introduced to connect to model traits and create key equipment for on a regular basis kinds. In the similar approach, and in keeping with the speculation of person expression, the items that lend themselves to a couple of combos have a outstanding function and the company continues to experiment with new fabrics that paintings with other textures and colours.
As a logo of the relevance of this evolution, the corporate has redesigned the emblem first introduced within the nineties. The brand new brand has a robust typographic design, each tough and pleasant because of its rounded shapes, which permits larger customization and is more uncomplicated to learn within the virtual surroundings.
A few of the new aesthetic codes that constitute the evolution of the emblem, the enduring endure stands proud, which turns into a supply of creativity in a three-d interpretation. This will increase the capability for inventive expression of the emblem and opens the potential for connecting with new territories.
FOR US? FOR US
TOUS synthesizes the essence of the emblem’s evolution in a brand new marketing campaign. On this inventive workout, the emblem is going additional into the territory of favor, adopting new visible codes.
The average thread is the query that may generate the evolution of the emblem: “Is that this TOUS?”, and has materialized in: “TOUS? TOUS”, a marketing campaign supported through a 360 conversation technique that will probably be deployed in all markets the place the emblem is provide.