ETRNL was built for durability. We added the desire.
Challenge
ETRNL sought to expand its appeal by connecting with a younger, more fashion-focused audience while maintaining its core identity of durability and functionality. The challenge was to reposition the brand in a way that emphasised style and modernity without compromising its appeal to active individuals. This required crafting a fresh identity and messaging that blended ETRNL’s rugged, practical roots with a sleek, trend-conscious aesthetic to resonate with a new generation of consumers seeking both form and function in their everyday accessories.\
Solution
To position ETRNL as a brand that resonates with a broader audience, we developed the strategic tagline "MADE FOR LIFE", a powerful expression of the brand’s core truth and purpose. This phrase speaks to the durability of ETRNL’s jewellery while emphasising how seamlessly the pieces integrate into active, modern lifestyles. It captures the duality of strength and style, positioning the brand as a way for individuals to express their unique identities without stress or limitations.To deepen the brand's meaning, we introduced the Ouroboros, an ancient symbol of eternal renewal and the cycle of life. This visual element aligns perfectly with the "MADE FOR LIFE" message, creating a compelling and timeless connection between the brand and its audience. The Ouroboros adds depth and intrigue, serving as a bold symbol that sparks interest and conveys significance.
We also designed a bespoke word mark that is contemporary, elegant, and meticulously crafted, elevating ETRNL’s aesthetic and reinforcing its position as a high-quality, fashion-forward brand. This was further enhanced by a distinctive photography style and highly stylised design treatments, ensuring the brand stands out as both sophisticated and approachable in the competitive jewellery market.
